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Djokovic endorsement drive ticks over with Seiko deal

Men’s world No.2 tennis star Novak Djokovic has entered into a three-year global partnership with Japanese watch manufacturer Seiko.

Under the deal, Seiko will provide Djokovic with a range of watches to wear during a variety of activities throughout 2014, from training sessions to evening social functions.

Seiko will also support the Novak Djokovic Foundation, bolstering the six-time grand slam winner’s charitable efforts with a range of watches sold under its Lorus brand that will carrying the foundation’s name and retail worldwide from June.

The tie-up with Seiko is Djokovic’s second new commercial agreement in the build-up to the 2014 Australian Open, following his unveiling as an international ambassador for French automotive giant Peugeot – also for a three-year term. Additionally, the Serbian star holds a partnership with tennis equipment manufacturer Head and Japanese sportswear and fashion brand Uniqlo, while he is an ambassador for children’s charitable organisation Unicef.

Djokovic was previously associated with watch manufacturer Audemars Piguet under a partnership announced in August 2011 and high-profile watch deals are increasingly commonplace for tennis’ leading names. Roger Federer has a deal with Rolex, Rafael Nadal is contracted to wear Richard Mille, while reigning Wimbledon champion Andy Murray is an ambassador for Rado.