Novak Djokovic has got a new job – an advisor to the private equity firm General Atlantic

General Atlantic has appointed tennis legend Novak Djokovic to serve as a global strategic advisor, where, According to a press release, “He will work closely with company leadership, portfolio companies and investors, providing perspectives on leadership, agility and innovation that reflect General Atlantic’s commitment to excellence.”

This news comes a few days before Djokovic participates in the Wimbledon Championship, with his eye on winning his twenty-fifth Grand Slam title.

The partnership makes sense in many ways. Djokovic has invested in a few health companies, Including Waterdrop in 2023 He participated in the founding of his country SILA nutritional supplement companyin 2024, followed by the clean snack company Cob foods in 2025 He also backed wearables company Incrediwear. As reported by Bloomberg. General Atlantic hopes to leverage Djokovic’s network to gain more exposure to the health and wellness sector.

At the same time, the company hopes to expand further into sports investment, having over the past two years acquired stakes in a football club, a sports stadium, as well as a sports media agency. The presence of private equity in tennis has increased, and General Atlantic is the latest name to enter the game. The company’s CEO said in an interview with Bloomberg that Djokovic has “strong views on how to reshape professional tennis” and that “there will be opportunities there.”