Watch maker Hublot, a sponsor of Novak Djokovic, believes getting vaccinated is a personal choice, the Swiss luxury group told Reuters in its first comment since the world men’s tennis No. 1 was expelled from Australia this month.

The Serbian player, who is not vaccinated against Covid-19, was deported on January 16 ahead of the Australian Open after a federal court dismissed his appeal to stay in the country and play the tournament.

Hublot CEO Ricardo Guadalupe said the brand, owned by French luxury conglomerate LVMH, was waiting to hear from Djokovic about his experience. “We are waiting to see what his position is with regard to all that he went through,” he said in an interview.

“The principle of vaccines is that it’s something private. We value personal freedom. Everyone can decide. One can be in favour or against. That’s our position.”

Such sensitive issues raise a dilemma for sponsors who must strike a balance between respecting an athlete’s personal freedom and keeping in step with the public mood.

Guadalupe said he believed Djokovic would make a statement at the end of the Australian tournament, which ends on January 30.

“We will define our position then.”