General Atlantic has appointed tennis legend Novak Djokovic as its global strategic advisor, and according to a press release, he will “work closely with the company’s leadership, portfolio companies and investors to bring a perspective on leadership, resilience and innovation that reflects General Atlantic’s commitment to excellence.”
The news comes just days ahead of Djokovic’s appearance at Wimbledon, where he will be seeking his 25th Grand Slam title.
The partnership makes sense in many ways. Djokovic has invested in a handful of wellness companies, including Waterdrop in 2023, co-founded his own supplement company, SILA, in 2024, and clean snack food company Cob Foods in 2025. He also backed wearable company Incrediwear. As Bloomberg reports, General Atlantic hopes to leverage Djokovic’s network to gain greater exposure to the health and wellness sector.
At the same time, the company is hoping to expand further into sports investments, having acquired stakes in football clubs, sports stadiums and sports media agencies over the past two years. The presence of private equity funds has increased in tennis and General Atlantic is the latest name to enter the game. The company’s CEO told Bloomberg that Djokovic “has strong views on how professional tennis can be reshaped” and that “there will be opportunities there.”
