Novak Djokovic joins General Atlantic as global strategic advisor

Novak Djokovic has been hired as a global strategic advisor for General Atlantic, an investment management firm. In this new role, Djokovic will align with the firm’s leadership and portfolio companies. According to a press release, Djokovic “will work closely with the firm’s leadership, portfolio companies, and investors, bringing perspectives on leadership, resilience, and innovation that reflect General Atlantic’s commitment to excellence.” The announcement of this partnership comes just days before Djokovic is set to compete at Wimbledon, where he is scheduled to play with his eyes set on a 25th Grand Slam title.

The partnership leverages Djokovic’s existing experience in the wellness sector, where he has built a portfolio of investments and co-founded businesses. His holdings in the health and wellness space include an investment in Waterdrop in 2023, backing the wearables company Incrediwear, and co-founding his own supplement company, SILA, in 2024. He followed these ventures by co-founding the clean snack food company Cob Foods in 2025.

At the same time, General Atlantic is using this appointment to deepen its exposure to sports and wellness, building on a strategy over the past two years that has already seen the firm acquire stakes in a football club, a sports stadium, and a sports media agency. Bloomberg reported that General Atlantic hopes to leverage Djokovic’s network to gain further exposure to the health and wellness sector. The presence of private equity in tennis has increased, with General Atlantic being the latest firm to enter the sector. In an interview with Bloomberg, the firm’s CEO noted that Djokovic has strong views on how professional tennis can be reshaped and indicated that opportunities would exist in that area.

Why it matters

General Atlantic is leveraging high-profile athlete networks to accelerate its entry into the sports and wellness markets, signaling a broader trend of private equity firms seeking deeper integration with the sports industry.