Novak Djokovic Joins Private Equity Firm General Atlantic as Global Strategic Advisor
Tennis legend Novak Djokovic has taken on a new role as global strategic advisor at private equity firm General Atlantic, leveraging his experience in wellness investments and his network to help the firm expand in health and sports sectors.
Novak Djokovic, the tennis icon, has been appointed as a global strategic advisor at General Atlantic, a private equity firm. According to a press release, Djokovic will work closely with the firm’s leadership, portfolio companies, and investors, offering insights on leadership, resilience, and innovation. The announcement comes just days before Djokovic is set to compete at Wimbledon, where he aims for a record 25th Grand Slam title.
The partnership aligns with Djokovic’s existing interests in the wellness industry. He has invested in several health-focused companies, including Waterdrop (2023), co-founded supplement brand SILA (2024), and launched clean snack company Cob Foods (2025). He also backed wearables firm Incrediwear.
Bloomberg reports that General Atlantic hopes to leverage Djokovic’s network to gain further exposure to the health and wellness sector. Additionally, the firm has been expanding into sports investments over the past two years, acquiring stakes in a football club, a sports stadium, and a sports media agency. Private equity involvement in tennis is growing, with General Atlantic being the latest entrant. The firm’s CEO told Bloomberg that Djokovic has “strong views about how professional tennis can be reshaped” and that “there’ll be opportunities there.”
