Tennis star Novak Djokovic is stepping into the world of private equity. General Atlantic has hired the 24-time Grand Slam champion as a global strategic advisor.
The firm said Djokovic will work closely with its leadership, portfolio companies, and investors, bringing what they described as “perspectives on leadership, resilience, and innovation.” The announcement lands just days before Djokovic heads to Wimbledon chasing his 25th Grand Slam title.
It’s not as random as it sounds. Djokovic has been quietly building an investment portfolio focused on health and wellness. He invested in the water bottle company Waterdrop back in 2023, launched his own supplement brand SILA in 2024, and followed up with Cob Foods, a clean snack company, in 2025. He’s also backed wearables firm Incrediwear.
General Atlantic clearly wants to tap into that network. The firm has been expanding its sports footprint too, taking stakes in a football club, a sports stadium, and a sports media agency over the past two years. Bloomberg reported that the firm hopes Djokovic’s connections will open doors to more deals in the health and wellness space.
There’s a broader trend at play here. Private equity has been moving aggressively into sports, and tennis is no exception. General Atlantic’s CEO told Bloomberg that Djokovic had “strong views about how professional tennis can be reshaped” and suggested there’d be opportunities in that direction.
Whether this turns into something substantive or remains a celebrity branding exercise, it’s a sign that the boundary between sports, entertainment, and institutional finance keeps blurring.
