Novak Djokovic is opening a new restaurant, and he has offered to serve food for free as a kind gesture for "those in need."
The Serbian tennis star has been in the process of developing a new eatery, and it is known that he was progressing with a third restaurant to accompany his two others.
Djokovic, aged 30, already has a restaurant in Belgrade, which he opened in 2009, as well as a Monte Carlo-vegan establishment that he set up last year.
Explaining his unusual business plan, Djokovic, who has won 12 Grand Slams in his stellar career to date, wants to give back to those who are less fortunate in his home nation.
In a press release signalling his intentions, Djokovic said: "Money is not problem for me.
"I have earned enough to feed all Serbia, I think that they deserve this after all the support they are giving to me."
Diet has always been at the forefront of the Serb's mind.
He sticks to a gluten-free regime, which he says has helped him succeed in the sport.
Djokovic continued: "Because of my family, I’ve always had a love for food. But as an athlete, it became something more — the fuel that determines how I play, how I recover and how alert I am on the court.
"I attribute a great deal of my professional success to my diet."
Djokovic, a three-time winner of Wimbledon, became the first tennis player to win £20m worth of prize money in one season, back in 2015.
That feat helped his overall earnings come to £108m - and now helping people in poverty is high on the agenda of a man who has won all four Grand Slams.
He added: "Food is my passion. Of all the things I’ve experienced in life, food has changed me the most.
"I wanted to share that impact with the world."