top of page


Retail FMCG, Beverages


Novak Djokovic aces hydration: invests in waterdrop® to shake up the beverage industry

January 17, 2023 at 10:00:00 AM

Novak Djokovic aces hydration: invests in waterdrop® to shake up the beverage industry

Bucharest, 17th January 2023 

Novak Djokovic, one of the world's most respected and accomplished tennis players, announced today that he has joined waterdrop® as an investor and ambassador.

Based in Vienna, waterdrop has been shaking up the beverage industry since 2016, thanks to its waterdrop® Microdrink and global hydration platform. Determined to change the fundamentals of an obsolete ecosystem, waterdrop® and Novak Djokovic decided to raise their voices against unhealthy sugary drinks in plastic bottles.

This long-term partnership is set to highlight a new vision of the beverage industry and a new face of a committed generation of athletes. According to the Plastic Pollution Coalition, one million plastic bottles are purchased every minute around the world, and 91% of all plastic is not recycled.

Becoming an athlete doesn’t just rely on talent and training, but also on the choices you made for your body. I had to unlock many different spheres of knowledge and apply them to my everyday life. 

A healthy lifestyle includes proper hydration ​​with no concessions on environmental impact. I believe that by working together, we can make a real difference and get rid of all the plastic bottles on the tour.says Novak Djokovic “I make the decision to take responsibility for my choices as an athlete, as a public figure but also as a father, and to stop promoting the use of any of these pre-filled beverages”.

Previous to this announcement, the company has recently established itself as a reference in terms of sports hydration with the launch of the waterdrop® Microlyte category: a new hydration-boosting cube that contains five electrolytes and nine vitamins. Unlike traditional sports drinks, waterdrop® Microlyte is naturally flavored, includes no sugar or caffeine, and eliminates can and bottle waste with their dissolvable cube form.

Driven by these innovations, waterdrop® aims to create a group of authentic and inspiring leaders around the topic of hydration.

We are beyond excited to have Novak Djokovic joining our team as an investor and ambassador. Novak is one of the greatest tennis players of all time and one of the most respected champions in the sports world. He’s an inspiration not only for me personally, but for many generations. I met someone truly committed to the planet with deep knowledge about the importance of hydration. His dedication for healthy and sustainable living aligns perfectly with our mission. We are confident that with Novak Djokovic's support, we can make a real impact and deeply shake (and change) the beverage industry.states Martin Murray, CEO & founder of  waterdrop

The Austrian brand is already supporting the US tennis players Danielle Collins and Taylor Fritz, highlighting the importance of committed brand ambassadors as well as transforming ATP tournaments plastic-bottle free with innovative hydration benches. Novak Djokovic, who has made a significant seven-digit investment will join waterdrop in his role as investor and long-term global ambassador for the entire brand.

About waterdrop®

"Our mission is to encourage you to Drink More Water so you can live a healthier, longer and more sustainable life." says Martin Murray, Founder and CEO of waterdrop

The fast-growing hydration brand based in Vienna, has been shaking up the beverage industry since 2016 with its innovative waterdrop® Microdrink and global hydration platform. The company's mission is to encourage people to drink more water in a more sustainable way. Its sugar-free, naturally flavored cubes, which dissolve in water and enrich it with natural fruits, plants, and vitamins, have been praised by consumers for their hydration-boosting properties.

Waterdrop significantly reduces plastic use and CO2 emissions. The 98% saving in plastic compared to traditional bottled drinks is achieved through the individual recyclable packaging of each cube: the plastic contained in a single cap of a traditional bottle is equivalent to 10 Microdrinks. The brand is developing through a whole hydration ecosystem.

In partnership with Plastic Bank, waterdrop® pledges to collect one plastic bottle for every 12-pack sold, meaning consumers can not only drink more sustainably, but they can also support waterdrop's cause for a better future for the environment.

After 6 years of existence, the company has grown to more than 2 million online customers, currently has over 300 employees, is listed in more than 20,000 retail outlets and operates more than 40 own stores in Europe, in the USA and in Singapore. More information on

bottom of page