Novak Djokovic is adding another role to his résumé, joining global investment firm General Atlantic as its new Global Strategic Advisor in a move that reflects the growing convergence of sports, business, and private equity.
The firm announced that Djokovic will work closely with General Atlantic’s leadership, portfolio companies, and investors, providing strategic insight on leadership, resilience, innovation, and high-performance culture. He will also draw upon his experience as an entrepreneur and investor to help the firm identify and support high-growth businesses across multiple sectors.
General Atlantic Chairman and CEO Bill Ford said Djokovic’s relentless pursuit of excellence and global perspective closely align with the firm’s long-term investment philosophy. Djokovic noted that the principles behind sustained athletic success—discipline, continuous improvement, and long-term thinking—are equally applicable to building enduring companies.
The partnership extends beyond sports. General Atlantic, which manages approximately $126 billion in assets, has increasingly invested in healthcare, life sciences, consumer brands, technology, and sports-related businesses. The firm believes Djokovic’s experience in wellness, entrepreneurship, and global brand building will provide valuable perspectives for founders and portfolio companies alike.
For the racquet sports industry, Djokovic’s appointment underscores the growing influence of tennis’s biggest stars beyond competition. As athletes increasingly leverage their brands, investment portfolios, and business expertise, they are becoming key players in shaping innovation and investment across the broader sports ecosystem.
