An Airbus A319 plane bearing a double-headed eagle logo in Serbia's national, red, white and blue colours is making its first flight Saturday to Abu Dhabi, United Arab Emirates, marking the company's official launch. Djokovic's name is printed in large letters at the front part of the plane.
Air Serbia was formed in partnership with Etihad Airways, which owns 49 per cent of the successor to loss-making JAT Airways. The company says its future fleet will carry names of 14 important living Serbs.
Serbian media have quoted Djokovic as saying he was happy to help the new company.