While Novak Djokovic is a global icon, few realize that the foundation of his "GOAT" status was built, in part, by an inner circle of Israelis. For the Serbian star, Israel isn’t just another stop on tour, it’s a country he calls "a second home," backed by decades of deep personal and professional ties.
The "Yoni" Connection: A Brotherhood in Blue and White
The anchor of Djokovic’s relationship with Israel is his lifelong friendship with Israeli tennis legend Jonathan (Yoni) Erlich.
- The Rare Title: Djokovic, primarily a singles player, has won only one doubles title in his entire career. He did it with Erlich at Queen’s Club in 2010.
- The Last Dance: In 2022, Djokovic moved the tennis world by traveling to the Tel Aviv Watergen Open specifically to play one final match alongside Erlich for his retirement.
- Speaking Hebrew: During the emotional ceremony in Tel Aviv, Djokovic stunned the crowd by addressing them in fluent, warm Hebrew, calling Erlich a "brother" and praising the "passionate energy" of the Israeli public.
The Business of Winning: The "Israeli Agent" and Early Success
Many credit an Israeli "support system" for guiding a young, 16-year-old Novak through the shark-infested waters of professional tennis:
- The First Contract: Djokovic’s first major representation was under Amit Naor, a prominent Israeli sports agent who signed him as a teenager and managed his rise until 2012.
- The "Backstage" Israelis: From the Hakshuri family, who provided early financial and logistical backing, to his fitness coach Ronen Bega, the "Djokovic Team" has almost always had an Israeli component.
- The Magic Insoles: Even today, Djokovic’s performance is literally supported by Israel. He credits Tamir Kfir, an Israeli orthopedics expert, for creating the custom insoles that allow him to maintain his legendary flexibility and court coverage.
Venture Capital: Investing in the "Startup Nation"
Djokovic’s commitment to Israel extends into his bank account. As a savvy investor, he has long looked to Israeli tech:
- PlaySight Interactive: Djokovic was an early angel investor in this Kfar Saba-based sports analytics company, which revolutionized how tennis matches are recorded and analyzed.
- Health & Wellness 2025: Most recently, in November 2025, Djokovic expanded his business portfolio with a lead investment in Cob Foods, a clean-eating snack venture that aligns with his famous gluten-free lifestyle and maintains strong ties to his international health-tech interests, often involving Israeli expertise.
Much of Djokovic’s recent presence in Israel has been facilitated by billionaire philanthropist Michael Mirilashvili (owner of Watergen and Channel 14). Mirilashvili has been the driving force behind the Tel Aviv tournaments, ensuring that the world's greatest player remains a constant presence in the Holy Land.
