From national hero to “traitor”: Novak Djokovic’s fall from grace in Serbia

Novak Djokovic, once celebrated as the pride of Serbia, is now being branded a “traitor” by media outlets and figures close to President Aleksandar Vucic. His offense: voicing support for student-led protests calling for new elections.

Student protests shake Serbia

Since November, students have been at the forefront of massive demonstrations against corruption and for stronger rule of law. The movement began after the collapse of a train station canopy in Novi Sad, which killed 16 people.

Vucic, who has dominated Serbian politics since 2012, has dismissed the protests as a “color revolution” backed by foreign influence, while government-aligned media portray the students and their supporters as “enemies of the state.”

Djokovic shows solidarity with protestors

Djokovic first spoke publicly about the Novi Sad tragedy in December. A month later, he dedicated one of his tournament wins to a student protester who had been hospitalized after being struck by a car. Soon after, he appeared courtside at a Belgrade basketball game wearing a sweatshirt reading “Students are champions.”

On March 15, when an estimated 300,000 people filled the streets of Belgrade in one of the largest anti-government rallies in years, Djokovic posted photos of the march on Instagram. He captioned them, “Historic, magnificent! Serbia has enormous potential, and its educated youth are its greatest strength. What we all need is understanding and respect. With you always, Novak.”

At Wimbledon, Djokovic fueled further speculation when he celebrated wins with an exaggerated “pump it up” gesture, a slogan tied to the student protests and meant to symbolize keeping pressure on the government.

Government-aligned media turn on Djokovic

After that, pro-government tabloids such as Informer launched blistering attacks, labeling the 24-time Grand Slam champion a “disgrace,” a “supporter of violence,” and a “false patriot.”

Djokovic, 38, has never directly criticized Vucic or the Serbian government. He denied that his Wimbledon celebration was political, insisting it was simply a playful reference to a favorite song his children enjoy.

“Government-friendly media spread a false image of Serbia and publicly attack critics,” political analyst and journalist Ivan Protic told the Spanish news agency EFE.

Djokovic moves Belgrade Open to Athens

Adding fuel to speculation about government pressure, the Djokovic family announced in August that the Belgrade Open, an ATP tournament they have owned the rights to since 2021, would not be held in the Serbian capital this year. Instead, it will take place in Athens.

“Despite our efforts, we were unable to secure the conditions needed to hold the tournament,” organizers said in a statement. Speaking to reporters during the U.S. Open in New York, Djokovic said the family remains committed to staging the tournament in Belgrade in the future but that his brother Djordje, the main organizer, had no choice but to move it.

President Vucic shifts the narrative

After one of the recent protests, Vucic held a massive pro-government rally under the slogan “We will not give up Serbia.” Citizens were invited to hand him letters live on television. At one point, the president read a note supposedly written by a child that said, “I love Serbia. I watch the world tennis champion Novak Djokovic.”

But on air, Vucic altered the message to, “I play basketball, I watch the EuroLeague, and I love Nikola Jokic. Long live Serbia!” Critics saw the moment as symbolic of the president’s effort to erase Djokovic from the national narrative.

Novak Djokovic: from “walking saint” to “traitor”

Before lending his voice to the student movement, Djokovic was treated by pro-government tabloids as a near-mythical figure. Outlets like Kurir, Alo, Blic and Telegraf called him “a walking saint,” “the golden knight of our people,” “the greatest of all time,” and “the Serbian genius.”

Vucic himself frequently congratulated Djokovic. “Novak is the pride of our nation and Serbia’s greatest ambassador to the world. Every one of his victories is a triumph for our country,” he declared in the past.

Now, analysts say, Djokovic’s popularity threatens the president personally. “For someone with Vucic’s narcissistic tendencies, it is especially offensive that people on social media suggest Djokovic should run for president,” Protic explained.

In Serbia, governments of all stripes have long used the success of star athletes to boost their own popularity. But when an athlete of Djokovic’s stature sides with the opposition, the response is swift and brutal.

“As soon as a sports star turns against the government, even one of the world’s greatest like Djokovic, they are suddenly recast as a ‘nobody,’ a ‘traitor,’ or an ‘insignificant athlete,’” Protic concluded.

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