Djokovic's New Game: Tennis Star Joins Private Equity Firm Ahead of Wimbledon!

Just days before he's set to chase his 25th Grand Slam title at Wimbledon, tennis legend Novak Djokovic has announced an exciting new venture off the court. He's officially joined private equity giant General Atlantic as a global strategic advisor. This move positions the world-renowned athlete to bring his unique insights into leadership, resilience, and innovation directly to the firm's leadership, portfolio companies, and investors.

This partnership makes a lot of sense when you look at Djokovic's expanding interests. The tennis star has already made significant investments in the wellness sector, including companies like Waterdrop in 2023. He even co-founded his own supplement company, SILA, in 2024, and the clean snack food company Cob Foods in 2025. Plus, he's backed the wearables company Incrediwear. It's clear he has a passion for health and well-being beyond the tennis court.

General Atlantic, on the other hand, is keen to tap into Djokovic's extensive network, especially to gain more exposure in the rapidly growing health and wellness industry. But that's not all; the firm is also looking to deepen its presence in sports investing. Over the past couple of years, they've already taken stakes in a football club, a major sports stadium, and a sports media agency, showing a clear strategy to expand in this dynamic market.

The involvement of private equity in tennis has been on the rise, and General Atlantic is the latest big name to make a play. In fact, General Atlantic's CEO shared in a recent interview that Djokovic holds "strong views about how professional tennis can be reshaped," suggesting there will be exciting opportunities ahead. This collaboration could herald a new era where elite athletes like Djokovic not only dominate their sport but also actively shape the business landscape around it.

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