General Atlantic has tapped tennis legend Novak Djokovic to serve as a global strategic advisor, where, according to a press release, he “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 news comes just days before Djokovic is set to play at Wimbledon, with his eyes set on a 25th Grand Slam title.
The partnership, in many ways, makes sense. Djokovic has invested in a handful of wellness companies, including Waterdrop in 2023, and co-founded his own supplement company, SILA, in 2024, followed by the clean snack food company Cob Foods in 2025. He also backed the wearables company Incrediwear. As reported by Bloomberg, General Atlantic hopes to leverage Djokovic’s network to gain further exposure to the health and wellness sector.
At the same time, the firm is hoping to expand further into sports investing, having, over the past two years, taken stakes in a football club, a sports stadium, as well as a sports media agency. The presence of private equity in tennis has increased, with General Atlantic being just the latest name to enter the game. The firm’s CEO said in an interview with Bloomberg that Djokovic had “strong views about how professional tennis can be reshaped” and that “there’ll be opportunities there.”
Novak Djokovic has a new job — advisor to private equity firm General Atlantic
