Renowned tennis champion Novak Djokovic has been appointed as a global strategic advisor to General Atlantic, a prominent private equity firm. In this role, Djokovic will collaborate with the firm’s leadership, portfolio companies, and investors, offering insights on leadership, resilience, and innovation that align with General Atlantic’s commitment to excellence.
This appointment comes just days before Djokovic is set to compete at Wimbledon, aiming for his 25th Grand Slam title. Beyond his athletic achievements, Djokovic has demonstrated a keen interest in the health and wellness sector. He has invested in several wellness companies, including Waterdrop in 2023, co-founded the supplement company SILA in 2024, and launched the clean snack food company Cob Foods in 2025. Additionally, he has backed the wearables company Incrediwear. General Atlantic aims to leverage Djokovic’s network to enhance its exposure in the health and wellness industry.
Simultaneously, General Atlantic is expanding its investments in the sports sector. Over the past two years, the firm has acquired stakes in a football club, a sports stadium, and a sports media agency. The involvement of private equity in tennis is on the rise, with General Atlantic being the latest entrant. The firm’s CEO noted that Djokovic has strong views on reshaping professional tennis, indicating potential opportunities in this area.
General Atlantic, founded in 1980, is a global growth investor with approximately $126 billion in assets under management. The firm partners with entrepreneurs and investors to build long-term value across various sectors, including technology, healthcare, life sciences, and consumer markets.
Djokovic’s appointment reflects a broader trend of private equity firms collaborating with high-profile athletes to gain strategic insights and expand their reach in the sports and wellness industries. This partnership underscores the growing intersection between professional sports and private equity investments, highlighting the value of athlete perspectives in business strategies.
