General Atlantic has appointed tennis legend Novak Djokovic as its global strategic advisor, who will “work closely with the company's management team, portfolio companies and investors, bringing a perspective on leadership, resiliency and innovation that reflects General Atlantic's commitment to excellence,” according to a press release.
The news was announced just days before Djokovic was set to play at Wimbledon in his bid to win his 25th Grand Slam title.
This partnership makes sense in many ways. Djokovic invested in several wellness companies including Waterdrop in 2023, co-founded his own supplement company SILA in 2024, followed by co-founding clean snack food company Cobb Foods in 2025. Wearables company Incrediware also helped. 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 company wants to expand further into sports investing, having acquired stakes in soccer clubs, sports stadiums and sports media agencies over the past two years. Private equity's presence in tennis is growing, and General Atlantic is just the latest entrant into the game. The company's CEO said in an interview with Bloomberg that Djokovic has “strong views on how professional tennis can be reshaped” and that “there will be an opportunity there.”