General Atlantic has tapped tennis legend Novak Djokovic to serve as a global strategic advisor. according to a press release, he will “work closely with the firm’s management, portfolio companies and investors, bringing perspectives on leadership, resilience and innovation that reflect General Atlantic’s commitment to excellence.”
The news comes just days before Djokovic prepares to play at Wimbledon, with his sights set on a 25th Grand Slam title.
The partnership makes sense in many ways. Djokovic has invested in several health companies. Including Waterdrop in 2023and is his co-founder additional company, SILAA clean snack food company followed in 2024 Cob Foods in 2025. He also backed the wearables company Incrediwear. “Bloomberg” reports that General Atlantic hopes to use Djokovic’s network to gain more exposure to the health and wellness sector.
At the same time, the firm hopes to further expand its sports investment, having acquired a stake in a football club, a sports stadium, as well as a sports media agency over the past two years. The presence of private equity in tennis has increased, with General Atlantic being the latest name to enter the game. The firm’s CEO told Bloomberg in an interview that Djokovic “has strong ideas about how professional tennis can be changed” and that “there will be opportunities there.”
