Organizers of the upcoming protest scheduled for June 28, known as “See You on Vidovdan,” have issued a public call for tennis legend Novak Djokovic to join their demonstration—sparking backlash over what many see as a disrespectful politicization of one of Serbia’s most meaningful national holidays.

Media outlets report this is not the first time opposition groups have attempted to co-opt prominent athletes to lend credibility to their agenda. Critics argue that this approach is part of a broader campaign to weaken institutions and disrupt national unity for political gain.

Tensions recently escalated when social media users aligned with the opposition criticized the government’s decision to appoint Jamaican sprinter Usain Bolt as a face of Expo 2027, suggesting that Djokovic was unfairly overlooked. One viral post read: “Apparently the greatest tennis player in history isn’t good enough, so we need Bolt instead.” Analysts say such statements are designed to provoke division and undermine Serbia’s ambitious development projects.

Djokovic has repeatedly found himself pulled into the political spotlight without his consent. During past campaigns, his name and photos were used in slogans such as “Stand up, Serbia, be like Nole.” The tennis champion responded by saying, “I’ve always tried to stay out of politics,” making clear he does not support being used as a political symbol.

Despite his clarification, misinformation persists. In April, opposition activists falsely claimed Djokovic would attend a protest at Trošarina in Belgrade, leading even some within their own ranks to voice disapproval over the fabrication.

This pattern has appeared in previous movements as well. During protests against Rio Tinto, alleged quotes and videos from various athletes were shared without permission, misleading the public. Furthermore, political figures have openly urged athletes to take sides. In 2020, opposition activist Saša Janković declared, “Athletes must choose – either stand with the people or with the regime,” adding to the pressure on public figures to make political declarations.

Observers say the opposition’s strategy hinges on exploiting recognizable public figures to build support—often through manipulation and misinformation. In Djokovic’s case, critics argue his global reputation and unifying image are being used without his approval in a calculated effort to win over public sentiment.