Mouratoglou: Djokovic Probably Most Authentic Person in Tennis

By Richard Pagliaro | Tuesday, December 2, 2025
Photo credit: Miami Open/Hard Rock Stadium

Novak Djokovic isn’t a sell-out. In fact, Djokovic is probably the most authentic figure in tennis, says coach Patrick Mouratoglou.

Commenting on Djokovic’s recent interview with Piers Morgan on his LinkedIn account, Mouratoglou says it’s almost ironic that “for years” some media and fans labeled the Grand Slam king “fake” because “he is probably the least fake person in the entire tennis world.”

“In his conversation with Piers Morgan, Novak Djokovic said something that reveals who he truly is: “I refused a lot of the big brands and big paychecks in my career because I cannot represent something that I don’t believe in,” Mouratoglou posted. “This is one of the reasons why I’ve always liked Novak so much. He is a true person.

“It’s almost ironic: for years, people said he was the “fake” one. Yet he is probably the least fake person in the entire tennis world.”

Pointing to the fact Djokovic, who has earned $191 Million in career prize money, most of any ATP player in history, has rejected several lucrative endorsement deals, Mouratoglou says it proves the Serbian superstar operates according to integrity ideals and is not driven by cash pursuit. Mouratoglou asserts the Grand Slam king is the monarch of morals.

“Novak has real convictions and money will never make him do something that goes against what he believes. Most people don’t realize how rare that is,” Mouratoglou said.

“I know for a fact that he has turned down many deals over the years: because he didn’t believe in the product, because he didn’t align with the company’s values, because he didn’t think video games were good for kids, even if the contract was huge for instance.”

Mouratoglou, who has coached two of the WTA’s most financially successful players, Serena Williams and Naomi Osaka, said Djokovic’s values are ultimately the driving force in his career.

“And yes, many will say “It’s easy for him, he’s rich.” But let me tell you something: Most players who make the same kind of money do not turn down contracts for personal beliefs,” Mouratoglou said. “And second: Don’t think that people who have a lot of money don’t want more. For most, it’s never “enough.” That’s human nature, especially in a career where you spend 20 years earning almost nothing before finally having a 10–15 year window to secure your financial life.

“That’s why Novak is different. For him, money is not a value.”