The point is that Federer went through two amazing seasons (2004, 2005) without picking up massive contracts. It was not until January 2008, pretty much the start of Federer's downfall relative to his peak form, that Federer singed a lucrative nike contract that was worth over 100 million dollars for 10 years IIRC. The lifetime endorsement deal with Wilson- Signed sometime mid-2006.Over 2 years after he became number 1. 15 Million dollar rolex endorsement-signed mid 2006. And if you look at some of Federer's even bigger deals, they came way after he peaked as tennis player. Mercedes Benz- 2010. 30 million dollar deal with Moet & Chandon- End of 2012. Credit Suisse- 2009. 16 million dollar Jura deal- 2008. Djokovic's team has not done anything wrong. It took a while for both Federer and Nadal to buff up their endorsement portfolios and it will most likely take Djokovic time as well. Djokovic has done very well for himself, and nothing can change that.