General Atlantic has appointed tennis star Novak Djokovic as a global strategic advisor, adding one of sport's most recognized figures to its leadership network. According to the firm, Djokovic will contribute insights on leadership, resilience, and innovation while engaging with portfolio companies and investors.
The move arrives just ahead of Wimbledon, where Djokovic is preparing for another run at a record-setting 25th Grand Slam title. Beyond the court, his growing presence in business reflects a broader shift in how elite athletes influence sectors linked to health, performance, and lifestyle.
Djokovic has already built a portfolio in wellness and consumer brands, including investments in Waterdrop, the co-founding of supplement company SILA in 2024, and support for clean snack brand Cob Foods in 2025. He has also backed Incrediwear, a wearables company focused on recovery and performance.
For General Atlantic, the partnership also supports its expanding interest in sports-related investments. The firm has recently increased its activity across football, stadium assets, and sports media, while Djokovic's perspective could add fresh value to conversations around the future of professional tennis.
This collaboration highlights how sport, wellness, and private investment are increasingly converging, opening new paths for athlete-led influence in global business. It may help shape a more connected future for performance, entrepreneurship, and sports innovation.