Novak Djokovic Takes on Strategic Advisor Role at General Atlantic

Private equity firm General Atlantic has appointed tennis superstar Novak Djokovic as a global strategic advisor. According to the company’s announcement, Djokovic will collaborate closely with General Atlantic’s leadership team, portfolio companies, and investors, contributing insights on leadership, resilience, and innovation that align with the firm’s focus on long-term excellence.

The announcement comes only days before Djokovic begins his latest Wimbledon campaign, where he will be aiming to secure a record 25th Grand Slam singles title.

The partnership appears to be a natural fit given Djokovic’s growing involvement in the health and wellness industry. In recent years, he has invested in several companies within the sector, including Waterdrop in 2023. He also co-founded the nutritional supplements company SILA in 2024, followed by the clean snack food brand Cob Foods in 2025. In addition, Djokovic has invested in wearable technology company Incrediwear.

According to a Bloomberg report, General Atlantic plans to leverage Djokovic’s extensive network and industry connections to strengthen its presence in the health and wellness market.

At the same time, the investment firm is expanding its footprint in the sports sector. During the past two years, General Atlantic has acquired stakes in a football club, a sports stadium, and a sports media agency. Private equity firms have also become increasingly active in professional tennis, with General Atlantic joining a growing list of investors entering the sport.

Speaking to Bloomberg, General Atlantic’s CEO said Djokovic has “strong views about how professional tennis can be reshaped” and suggested the partnership could create future opportunities in the sport, adding, “There’ll be opportunities there.”