“Shame on you”; “This is embarrassing” – Fans furious at Novak Djokovic’s sponsor Lacoste’s CEO for cheering against Jannik Sinner at US Open

guibert thierry

@tguibert

Come on @denis_shapo !!!

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"Come on @denis_shapo!!!"

Some fans presumed it to be a 'PR stunt' from Djokovic's side to discourage Sinner, after the Serb failed to make it past the Italian in the semifinals of the last two Grand Slams (2025 French Open and 2025 Wimbledon). Others labeled Guibert's act "embarrassing."

Here are some of the fan reactions:

"This is embarrassing, find some class that you clearly lack and have some shame. Jannik had the last laugh tho hehe," posted a fan.

"@Lacoste the worst brand with the worst CEO in the world. Shame on you!!!" another wrote.

"It's not secret anymore, Djokovic PR is running a paid campaign against Sinner. Shameful for someone who has achieved so much to be so insecure of a youngster," posted another in fury.

"It’s so shameless that I have to respect it. He’s speaking our minds. The only realistic path to slam 25," opined one.

"Novak's sponsors are so obsessed with Jannik Sinner they don't even try to hide their insecurities," stated another fan.

Novak Djokovic expressed his fondness for Jannik Sinner

In an interview in November last year, Novak Djokovic shared how he believed Jannik Sinner had a bright future ahead and revealed the reason why he liked him. Their relationship goes beyond the rivalry they share on the court, as Djokovic recalled the time he used to practice hitting with 14-year-old Sinner in Riccardo Piatti's Tennis Academy.

The 38-year-old had told the media outlet Sportsweek:

"I remember Sinner when he was 14/15 years old and, even then, people spoke well of him. You could see that he would have a great career. I'm not surprised to see him at this level today. I like Jannik because he always wants to improve."

The US Open draw projects that Jannik Sinner and Novak Djokovic might lock horns in the championship match.

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About the author

Aatreyi Sarkar

Aatreyi Sarkar is a tennis journalist at Sportskeeda. Currently pursuing a degree in Comparative Literature from Jadavpur University and a U.S. State Department scholar at The University of Kansas, she blends her academic background with her passion for storytelling.

Aatreyi sources accurate information from social media platforms to stay updated on the latest developments and fan discussions. She strives to produce engaging, insightful, and experimental content that connects with readers, aspiring to make tennis more accessible and captivating for fans around the globe

She finds immense inspiration in Novak Djokovic, whose incredible comebacks and relentless determination motivate her to approach her work with the same passion. Roland Garros is her favorite tournament, cherished for its unique clay-court challenges and historical importance.

Though new to professional writing, Aatreyi has been an avid debater and quizzer since middle school, showcasing her analytical skills and creativity. Outside tennis, she is a passionate cricket fan, baker, and reader who enjoys exploring literature beyond academic constraints.

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