Novak Djokovic has reportedly been the target of a Serbian government smear campaign in his native country. Djokovic is revered as one of the greatest Serb exports of all time, but the tennis icon came under fire when he backed student-led protests against Serbian president Aleksandar Vucic last year.
The protests had sparked after the collapse of a railway station canopy killed 16 people, with detractors blaming the Serbian government. Djokovic threw his weight behind the movement, claiming it was “important” the voice of the youth was heard and listened to.
However, fast forward eight months and it’s claimed Djokovic’s support has caused him to be on the receiving end of a smear campaign. Jaschar Dugalic, reporting for German news outlet Neue Zurcher Zeitung, wrote that “regime-friendly media” in Serbia have “set its sights” on Djokovic as a result of his stance.
Djokovic didn’t explicitly reference the government during his reaction, writing on X in December 2024: “As someone who deeply believes in the power of young people and their desire for a better future, I consider it important that their voice is heard. Serbia has enormous potential, and educated youth is its greatest strength. What we all need is understanding and respect. With you, Novak.”
He later shared a photo of a protest involving 300,000 people, captioned “History, amazing!” But it’s suggested that was enough to turn the tide against him, with Serbian tabloid newspaper Informer labelling the 24-time Slam winner a “disgrace.”
What’s more, after it was rumoured Djokovic was weighing up a move to Athens with his family, the outlet dubbed him a “false patriot who had presented himself as a symbol of Serbia for years only to now flee to Greece.” It’s a far cry from the usual adulation Djokovic has received from the local press during his illustrious tennis career.
Rewind just 12 months and Djokovic received a hero’s return to Serbia after securing his first-ever gold medal at the 2024 Olympic Games. It was announced at the time that Djokovic would have a museum built in his honour, with President Vucic saying: “We had the first discussions about the construction of the Novak Djokovic museum, which is expected to become another attraction for the city.
“Palma de Mallorca has a museum dedicated to Rafael Nadal. We will strive to showcase what Djokovic has done for our country in accordance with his merits and at the same time attract tourists.”