Novak Djokovic Takes on a New Role as Advisor for Private Equity Firm General Atlantic
General Atlantic has appointed tennis superstar Novak Djokovic as its global strategic advisor. In a recent announcement, it was stated that Djokovic will collaborate closely with the leadership team, portfolio firms, and investors, offering insights on leadership, resilience, and innovation that align with General Atlantic’s dedication to excellence.
This announcement comes just ahead of Djokovic’s participation in Wimbledon, as he aims for his 25th Grand Slam title.
This collaboration seems fitting, as Djokovic has made investments in various wellness enterprises, including Waterdrop in 2023. He co-founded a supplement brand called SILA in 2024 and launched a clean snack company named Cob Foods in 2025. Additionally, he supported the wearables company Incrediwear. Reports indicate that General Atlantic is keen to utilize Djokovic’s extensive network to enhance its foothold in the health and wellness sector.
Simultaneously, the firm is looking to broaden its investments in sports. Over the past two years, it has acquired stakes in a football club, a sports stadium, and a sports media agency. The involvement of private equity in tennis has risen, and General Atlantic is among the latest entrants into this realm. In an interview, the firm’s CEO expressed that Djokovic possesses “strong views about how professional tennis can be reshaped” and noted the potential opportunities that lie within the sport.
