Novak Djokovic has been appointed a global strategic advisor to General Atlantic, adding a business role to his career as one of tennis’s most prominent players. General Atlantic said Djokovic will work with the firm’s leadership, portfolio companies and investors, applying lessons from his professional career in leadership, resilience and innovation. The announcement was made ahead of Djokovic’s participation at Wimbledon.
The appointment links General Atlantic with an athlete who has been expanding his own investment activity in recent years, particularly in health and wellness. Djokovic invested in Waterdrop in 2023 and launched his bioactive supplement company, SILA, in 2024. His portfolio also includes Cob Foods and Incrediwear, reflecting a broader focus on products tied to fitness, recovery and healthy living.
General Atlantic sees the partnership as a way to strengthen its position in healthcare, fitness and potentially other parts of the sports economy. Company leadership has said Djokovic’s network and experience could help identify promising businesses and support the development of existing portfolio companies. The firm’s chief executive also said Djokovic holds distinct views on reforming professional tennis, a factor that could shape future investment opportunities connected to the sport.
The move also fits into a wider trend of elite athletes taking advisory and investment roles beyond competition. General Atlantic has increased its interest in sports over the past two years and already holds stakes in football clubs, stadiums and media agencies. Djokovic’s addition further underscores the growing overlap between professional sports, private equity and athlete-led business influence, even as he continues his pursuit of a 25th Grand Slam title.