Novak Djokovic has a new job — advisor to private equity firm General Atlantic

Tennis champion Novak Djokovic has been appointed as a global strategic advisor for General Atlantic, a prominent private equity firm. In this role, Djokovic will collaborate closely with the firm's leadership, portfolio companies, and investors, offering insights on leadership, resilience, and innovation—core values that align with General Atlantic's dedication to excellence. This announcement comes just ahead of Djokovic's anticipated appearance at Wimbledon, where he aims to secure his 25th Grand Slam title. The partnership appears to be a natural fit, given Djokovic's extensive involvement in the wellness sector. He has invested in various health-focused companies, including Waterdrop in 2023, and co-founded his own supplement brand, SILA, in 2024, along with the clean snack enterprise Cob Foods in 2025. Additionally, he has shown support for the wearables company Incrediwear. General Atlantic is eager to tap into Djokovic's extensive network to enhance its presence in the health and wellness market. The firm is also looking to expand its investments in the sports industry, having recently acquired stakes in a football club, a sports stadium, and a sports media agency. The growing interest of private equity firms in tennis is evident, with General Atlantic being the latest player to join this evolving landscape. The firm's CEO noted in a Bloomberg interview that Djokovic possesses significant insights on how to reshape professional tennis, indicating promising opportunities ahead.