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

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In Brief

Posted:

12:13 PM PDT · June 26, 2026

General Atlantic has tapped tennis fable Novak Djokovic to service arsenic a planetary strategical advisor, where, according to a property release, helium “will enactment intimately with the firm’s leadership, portfolio companies, and investors, bringing perspectives connected leadership, resilience, and innovation that bespeak General Atlantic’s committedness to excellence.”

The quality comes conscionable days earlier Djokovic is acceptable to play astatine Wimbledon, with his eyes acceptable connected a 25th Grand Slam title.

The partnership, successful galore ways, makes sense. Djokovic has invested successful a fistful of wellness companies, including Waterdrop successful 2023 and co-founded his ain supplement company, SILA, successful 2024, followed by the cleanable snack nutrient institution Cob Foods successful 2025. He besides backed the wearables institution Incrediwear. As reported by Bloomberg, General Atlantic hopes to leverage Djokovic’s web to summation further vulnerability to the wellness and wellness sector.

At the aforesaid time, the steadfast is hoping to grow further into sports investing, having, implicit the past 2 years, taken stakes successful a shot club, a sports stadium, arsenic good arsenic a sports media agency. The beingness of backstage equity successful tennis has increased, with General Atlantic being conscionable the latest sanction to participate the game. The firm’s CEO said successful an interrogation with Bloomberg that Djokovic had “strong views astir however nonrecreational tennis tin beryllium reshaped” and that “there’ll beryllium opportunities there.”

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