US private equity firm General Atlantic has announced that tennis legend Novak Djokovic will join the firm as a global strategic advisor. According to a press release from the company, Djokovic will work closely with the company's management, portfolio companies and investors to provide input and insights around topics such as leadership, resilience and innovation, which are considered important components of General Atlantic's emphasis on "the pursuit of excellence."
The appointment comes as Djokovic heads into this year's Wimbledon as he bids for a 25th Grand Slam title. From the perspective of timing and selection, this cooperation is considered to be quite symbolic: outside the court, Djokovic has frequently been involved in business investments in the field of health and wellness in recent years, which is highly consistent with General Atlantic’s current key layout direction.
Public information shows that Djokovic has previously invested in a number of health and wellness-related companies, including the functional drinking water brand Waterdrop in 2023. After that, he co-founded the dietary supplement company SILA in 2024, and in 2025 he co-founded Cob Foods, which focuses on "clean snacks". He also invested in the wearable device company Incrediwear, gradually building up his personal investment map in the health technology and consumer goods tracks. Bloomberg reports that General Atlantic hopes to leverage Djokovic’s connections and industry influence in the field to further expand its reach and layout in the global health and wellness market.
Echoing Djokovic’s investment experience in the health industry, General Atlantic has also accelerated its entry into sports-related assets in the past two years and already holds shares in a football club, a stadium and a sports media organization. Among professional sports, tennis is becoming an area that is increasingly attracting private equity attention, and General Atlantic is one of the latest capital forces to enter the tennis ecosystem.
According to Bloomberg, quoting the CEO of General Atlantic, in an interview, Djokovic "has a strong view" on the future shape of professional tennis. The company believes that this contains new business opportunities and is expected to spawn new attempts in terms of tournament structure, player rights and even business development models. With Djokovic officially joining as a "global strategic advisor", the intersection of the three major directions of health, wellness and sports investment of this veteran private equity institution is gradually becoming clearer. This alliance between tennis superstars and Wall Street capital has also set a new example for the diversified development of professional athletes before and after retirement.