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The Australian Open is up and running.

South Africa’s two biggest hopes, Lloyd Harris and Kevin Anderson, both suffered disappointing first round defeats and we were treated to some trickshot magic from local favourite Nick Kyrgios.

Off the court, it’s the same old story – Novak Djokovic.

He’s touched down on home soil in Serbia after his visa was cancelled to a hero’s welcome:

Good for him, I guess.

There’s less positive news coming via one of his major sponsors, Lacoste, which wants a word.

CNN reports:

[The brand] wants to review events that sparked a nearly two-week legal battle and prevented the unvaccinated Serbian from defending his Australian Open title…

“As soon as possible, we will be in touch with Novak Djokovic to review the events that have accompanied his presence in Australia,” the French clothing brand said in a statement.

“We wish everyone an excellent tournament and thank the organizers for all their efforts to ensure that the tournament is held in good conditions for players, staff and spectators,” it added.

Other sponsors have remained mum, with Peugeot, Hublot, and Asics declining to comment.

Hublot has previously said that Djokovic “is his own person… [and] we cannot comment on any of his personal decisions”.

In total, his endorsements total roughly $30 million a year.

At the centre of Djokovic’s visa cancellation, at least according to Australian Prime Minister Scott Morrison, was his dishonest answers on an immigration form he alleges his agent filled out.

Morrison said Djokovic had failed to comply with “the rules”, that to enter Australia that “you either have to be vaccinated or you have to have a valid medical exemption and show evidence of it”.

He added that the drama was caused by “someone who sought to come to Australia and not comply with the entry rules at our border”.

In short, Morrison is basically saying Djokovic tried to lie his way into the country.

That’s far kinder than what two Channel 7 reporters had to say about the tennis ace.

Sponsorship deals come with clauses written into the contract. Sports Illustrated Executive Editor John Wertheim elaborated to Sky News:

…contracts with sponsors came “loaded with participation clauses” and his “polarising” vaccine stance may come at a cost if he is not able to play in further Grand Slams…

One clause is: “If at any time, in the opinion of the Sponsor, Athlete becomes the subject of public disrepute, contempt, or scandal that affects Athlete’s image or goodwill, then Company may, upon written notice to Athlete, immediately suspend or terminate this Agreement and Athlete’s services hereunder, in addition to any other rights and remedies that Sponsor may have hereunder or at law or in equity”.

The fallout and drama over the past two weeks may well qualify as “disrepute, contempt, or scandal”.

In addition, the real value to sponsors comes with participation in the sport’s biggest events.

Djokovic has now missed the Australian Open and his participation in the French Open is also in doubt. France recently introduced a new mandatory vaccination pass for international athletes.

Ultimately, I don’t think anybody comes out of this entire saga looking great. Novak was dishonest, the Australian government bungled its response and doubled down, and any sponsors who are outspoken will enrage one side of the great vaccine divide.

[sources:cnn&sky]