Marketing Prof Comments on Djokovic’s Deportation in Toronto Star

Dr. Tim Dewhirst
Dr. Tim Dewhirst

In an opinion piece for the Toronto Star, marketing professor Dr. Timothy Dewhirst sums up the events leading up to Novak Djokovic’s deportation from Australia, including the tennis player’s own documenting of his movements on social media, particularly Instagram.   

Dewhirst references court documents showing Djokovic’s controversial vaccine exemption was due to previously contracting COVID-19 and points out that his social media posts show him ignoring the necessary self-isolation requirements. He concludes that social media users should be cautious of what they post and their digital footprint in light of Djokovic’s use of social media leading up to the Australian Open.  

A senior research fellow in marketing and public policy in the Gordon S. Lang School of Business and Economics, Dewhirst studies sports, arts and entertainment marketing.