Novak Djokovic named global strategic advisor at General Atlantic

General Atlantic has tapped tennis legend Novak Djokovic to serve as a global strategic advisor; a press release said 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 arrives just days before Djokovic is set to play at Wimbledon, with his eyes on a 25th Grand Slam title.

The partnership aligns with his investments in wellness: he backed Waterdrop in 2023, co-founded supplement company SILA in 2024 and clean snack firm Cob Foods in 2025, and has supported wearables maker Incrediwear. Bloomberg reported General Atlantic hopes to leverage Djokovic’s network for greater exposure to the health and wellness sector.

The firm is also aiming to expand its sports investing, having over the past two years taken stakes in a football club, a sports stadium and a sports media agency. Private equity’s presence in tennis has increased, with General Atlantic among the latest entrants.

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