Novak Djokovic is officially pivoting into the world of high finance. The tennis icon has just landed a role as a global strategic advisor to private equity powerhouse General Atlantic, according to TechCrunch.
The partnership pairs Djokovic's competitive drive with the firm's deal-hunting focus. He'll work directly with leadership, portfolio companies, and investors, bringing what General Atlantic describes as his perspective on "leadership, resilience, and innovation." In practice: winning at the highest level in tennis translates to boardroom strategy.
The timing coincides with his preparation for Wimbledon, where he's competing for a 25th Grand Slam title. His off-court investments have been equally aggressive.
Over the past three years, Djokovic has built a wellness portfolio. He backed Waterdrop in 2023, co-founded supplement company SILA in 2024, and launched clean snack brand Cob Foods in 2025. He's also invested in wearables company Incrediwear. He doesn't just advocate for health and fitness—he's placing capital behind it.
General Atlantic gains access to Djokovic's network in the health and wellness sector, plus his insider knowledge of professional tennis. Bloomberg reports the firm's CEO told them Djokovic has "strong views about how professional tennis can be reshaped." The firm sees opportunities in tennis investing, and Djokovic knows the terrain.
This move reflects how seriously PE firms are approaching sports investing. General Atlantic has acquired stakes in a football club, sports stadium, and sports media agency over the past two years. Adding Djokovic to its roster is a calculated bet on his influence.
Djokovic continues to operate across multiple sectors at the top level. Between match play and boardroom work, he maintains an active investment schedule.
