Djokovic's reputation in Serbia has suddenly declined, and his father has faced a large-scale smear campaign.

According to recent media reports, Novak Djokovic's father, Srdjan Djokovic, has recently encountered "personal attack-style smear campaigns" in Serbian media. It is said that this smear campaign originated from the former world number one and 24-time Grand Slam champion's public support for Serbian students protesting against President Aleksandar Vucic and the entire government, as the students demand systemic reforms.

Jaschar Dugalić, a reporter for the German newspaper Neue Zürcher Zeitung, recently wrote that since the news of the Djokovic family's plan to relocate to Athens, Greece, the public opinion towards him in Serbia has shifted. Dugalić pointed out that this change in public sentiment was first stirred up by the Serbian tabloid Informer.

Dugalić wrote: "When the news of the Djokovic family's plan to move to Athens broke, this tabloid labeled him a 'pseudo-patriot,' claiming that he had portrayed himself as a symbol of Serbia for years, but now intends to flee to Greece."

He also mentioned the smear campaign against Djokovic's father, Srdjan. According to reports, this campaign was sparked by a video released by a Serbian entrepreneur who is pro-Vucic and opposed to the student protests.

Dugalić added: "A few days ago, an entrepreneur opposing the protests released a video claiming that Djokovic's father was connected to a so-called pedophile."

It is worth noting that although Djokovic chose to stand with the students, he still avoids making any public critical remarks about President Vucic. Dugalić also referenced Vucic's words after Djokovic failed to reach the men's singles final at this year's Wimbledon to illustrate this complex situation. He wrote:

"Vucic has shaped himself into an image of a 'calm father of the nation.' After Djokovic's failure to advance to the Wimbledon final, he did not mock him. Instead, he stated: 'That man is a legend of Serbia, and I wholeheartedly support him. He can criticize me at will or support my opponents. But if anyone says something negative about him—that is foolish and ridiculous.' Informer quoted the president's words."

At the 2025 Wimbledon Championships, Djokovic celebrated each victory with a "pumping" dance. The media speculated that this symbolizes the slogan "Pump it" used by Serbian student protesters as a way to apply pressure on the Vucic government.

However, this 24-time Grand Slam champion denied any association with the protests, stating that it is merely a family tradition between him and his children. At a press conference, he said: "I mentioned this to Serbian journalists before; it’s a little understanding between me and my kids. We have a song called 'Pump It Up.' I don’t know if you’ve heard it; it’s an old song with a great rhythm."

The student protests in Serbia began in November 2024, following the collapse of a train station roof in Novi Sad, which tragically resulted in 16 fatalities, sparking nationwide anger and protests.(Source: Tennis Home, Author: Spark)