He’s the number one tennis player in the world, the reigning Wimbledon, U.S. Open, and Australian Open champion, and 15-time Grand Slam winner.

But no one seems to like Novak Djokovic.

He gets bad press.

His endorsements are underwhelming.

He had only $23.5 million total earnings in 2018, compared with Roger Federer’s $77.2 million.

Even Japan’s 7th-ranked Kei Nishikori had better endorsements than Novak.