Serbian authorities have launched a media offensive against tennis champion Novak Djokovic following his public backing of anti-government demonstrations that have swept across the nation.
The 24-time Grand Slam winner became a target after expressing solidarity with youth-led protests in December 2024, stating his belief in young people's power and their aspirations for an improved future.
According to reporting by German publication Neue Zurcher Zeitung, pro-government media outlets have "set their sights" on the tennis star.
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The campaign against Djokovic intensified after he posted photographs from a demonstration involving 300,000 participants on Instagram, captioning them "History, amazing!"
The demonstrations began in November 2024 when a railway station canopy collapsed in Novi Sad, Serbia's second-largest city, claiming sixteen lives. Citizens blamed authorities for corruption and negligence in the tragedy.
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The movement rapidly expanded from Novi Sad to 400 cities across Serbia by March and continues today.
Protesters have directed their anger at President Aleksandar Vucic's administration, demanding accountability for the fatal incident.
Djokovic voiced his support through social media, writing on X: "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."
Serbian tabloid Informer has denounced the national sporting hero as a "disgrace" for supporting the demonstrations.
The publication escalated its attacks when reports emerged suggesting Djokovic might relocate to Athens with his family.
The newspaper accused him of being "a false patriot who had presented himself as a symbol of Serbia for years only to now flee to Greece."
Dugalic's reporting indicates that an entrepreneur opposing the protests circulated a video attempting to connect Djokovic's father with an alleged paedophile.
The hostile coverage marks a stark departure from the typically reverential treatment Djokovic has received from Serbian media throughout his career.
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The media attacks represent a striking shift from the government's previous celebration of Djokovic's achievements.
Just twelve months ago, he received a triumphant welcome in Serbia after claiming his first Olympic gold medal at the 2024 Games.
President Vucic had announced plans to construct a museum honouring the tennis star, stating: "We had the first discussions about the construction of the Novak Djokovic museum, which is expected to become another attraction for the city."
The president had compared the project to Rafael Nadal's museum in Palma de Mallorca, pledging to showcase Djokovic's contributions to Serbia whilst attracting tourists.
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