Novak Djokovic eyeing post-tennis career with new brand after latest retirement claim

Novak Djokovic has launched a new venture away from the tennis court, becoming the lead investor and co-founder of Cob, a snacking brand that has introduced its first product - a corn-free and gluten-free ancient grain snack reminiscent of popcorn.

The 38-year-old is passionate about clean eating and has been open about his gluten-free diet throughout his career. Djokovic has now joined forces with Cob founder Jessica Davidoff, and says he is thinking "long term" when it comes to building his personal brand and working with businesses that align with his values.

The 24-time Major winner recently revealed that he wasn't thinking about retirement just yet, During a panel discussion at the Joy Festival in Riyadh, Djokovic said he was motivated by longevity, and warned his younger rivals that he wasn't going anywhere.

But aged 38, Djokovic knows he is in the twilight of his career, and he's turning his attention to off-court endeavours that he can continue long after he hangs up his racket.

Djokovic led a £3.8m ($5m) investment round, partnering with Davidoff, who had discovered the ancient grain sorghum during a long medical journey with her son, who had health issues stemming from a corn allergy.

"I was drawn to the brand because of Jess' founder story of how she persevered to find the source of her son's medical struggles and discovered sorghum in the process," Djokovic told Forbes.

"I also already incorporate other ancient grains into my diet so was extremely intrigued to try sorghum and absolutely loved it.

"I have a wealth of knowledge in the areas of clean eating, functional foods and recovery, so have been passionate about translating my knowledge and experiences into focused investments in these areas where I can add value both via my platform as well as my knowledge base."

As he reaches the latter stages of his career, Djokovic has changed his approach to working with brands and businesses. He added: "I think earlier in my career, I was really focused more on training and more near-term brand partnerships.

"Now I'm thinking more long-term in terms of companies that I can help grow over the next five-to-10 years and really add value to from my wealth of knowledge and experiments in the wellness and nutrition spheres."

In recent years, Djokovic has also launched SILA, a supplement brand, featuring products that "incorporate technologies from Novak's own supplementation plan".

The Olympic champion is still fully focused on his playing career, and will return to competition at next week's Hellenic Championship in Athens. Djokovic is the top seed and will face Alejandro Tabilo or Adam Walton in his opening match.