Novak Djokovic is chasing his 25th Grand Slam title at Wimbledon. At the same time, he just took a job advising a private equity firm. That firm wants to change the sport he plays.
On June 26, 2026, General Atlantic announced Djokovic as its global strategic advisor. Private equity means the firm buys companies or stakes in them. Djokovic will help the firm find new deals and guide its existing investments.
In a press release, General Atlantic said Djokovic "will work closely with the firm's leadership, portfolio companies, and investors, bringing perspectives on leadership, resilience, and innovation that reflect General Atlantic's commitment to excellence." The firm intends to leverage Djokovic's connections to gain deeper entry into the health and wellness sector. It also wants to expand its sports investments.
Djokovic is not new to business. In 2023, he invested in Waterdrop, a wellness water company. In 2024, he co-founded SILA, a supplement brand.
Get your free investing masterclass bonus when you join Market Briefs, our free daily newsletter
In 2025, he co-founded Cob Foods, a snack company. He also backs Incrediwear, a wearables company. These moves show his interest in health and nutrition.
General Atlantic has been investing in sports for over the past two years. The firm's current holdings include investments in a football club, a sports venue, and a sports media agency. Hiring Djokovic gives the firm a direct link to the sports world.
Think of Djokovic as a bridge between the tennis court and the boardroom. General Atlantic wants to use his reputation and ideas to find new opportunities. The firm's CEO told Bloomberg that Djokovic had "strong views about how professional tennis can be reshaped" and that "there'll be opportunities there."
The partnership is not just about Djokovic's celebrity. The firm sees his leadership and resilience as valuable traits. They believe his experience can help the firm grow its sports and wellness portfolio.
Djokovic's new role signals a growing trend of elite athletes moving into private equity. By tapping his insight, General Atlantic hopes to identify emerging trends in professional tennis - such as scheduling reforms, fan engagement technologies, and player welfare initiatives. The firm already has a foothold in other sports, and Djokovic's input could accelerate its influence on the game's commercial side. For investors, the partnership highlights how athlete-backed funds are becoming a vehicle for reshaping traditional sports structures.
Meanwhile, General Atlantic may look to reshape professional tennis based on his ideas. The partnership could open new investment opportunities in the sport. For now, Djokovic's focus is on the grass court.
Subscribe to Market Briefs, our free daily newsletter, and claim your bonus investing masterclass
