General Atlantic has appointed tennis legend Novak Djokovic to serve as 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, flexibility and innovation that reflect General Atlantic’s commitment to excellence.”
This news comes just days before Djokovic plays at Wimbledon, with his eyes set on his 25th Grand Slam title.
The partnership, in many ways, is meaningful. Djokovic has invested in a handful of wellness companies, Waterdrop also included in 2023 and co-founded his own Complementary Company, SILAIn 2024, after Clean Snack Food Company Cobb Foods in 2025. He also endorsed wearable company Incrediwear. According to Bloomberg report, General Atlantic hopes to leverage Djokovic’s network to gain further exposure in the health and wellness sector.
Also, the company is hoping to expand further into investments in sports, having over the past two years taken a stake in a football club, a sports stadium as well as a sports media agency. The presence of private equity has grown in tennis, with General Atlantic being the latest name to enter the sport. The company’s CEO said in an interview with Bloomberg that Djokovic had “strong ideas about how professional tennis can be reshaped” and “there will be opportunities there.”
