General Atlantic has appointed tennis legend Novak Djokovic as a global strategic advisor, weeks after his growing investments in wellness and health startups. The move arrives days before he is scheduled to play at Wimbledon as he targets a 25th Grand Slam ti
Novak Djokovic will step into a new role even as Wimbledon approaches.
General Atlantic has tapped the tennis champion to serve as a global strategic advisor. In a press release. the firm said Djokovic “will work closely with the firm’s leadership. portfolio companies. and investors. ” adding that he will bring perspectives on leadership. resilience. and innovation that reflect General Atlantic’s commitment to excellence.
The timing is close enough to feel deliberate. The news comes just days before Djokovic is set to play at Wimbledon, where his focus remains on a 25th Grand Slam title.
The partnership also lines up with what Djokovic has been building off the court. He has invested in wellness companies including Waterdrop in 2023. He co-founded his supplement company, SILA, in 2024, and later backed the clean snack food company Cob Foods in 2025. He has also invested in the wearables company Incrediwear.
General Atlantic, for its part, appears to be aiming directly at health and wellness. Bloomberg reported that the firm hopes to leverage Djokovic’s network to gain further exposure to the sector.
That push sits inside a broader strategy for the private equity firm. Over the past two years, General Atlantic has taken stakes in a football club, a sports stadium, and a sports media agency—an expansion that signals growing appetite for sports-related investing.
The firm’s CEO, speaking in an interview with Bloomberg, framed Djokovic’s appointment in terms of tennis’s future. The CEO said Djokovic has “strong views about how professional tennis can be reshaped,” and that “there’ll be opportunities there.”
Novak Djokovic General Atlantic private equity Wimbledon strategic advisor wellness startups SILA Waterdrop Cob Foods Incrediwear sports investing
So basically he’s doing business stuff instead of tennis now?
Weird timing though, like right before Wimbledon he’s already an advisor. I don’t get how that helps him win 25th lol. Also wellness startups??
I saw “advisor” and thought he was advising the government or something. Like, is General Atlantic hiring him as like a coach? Tennis’s future reshaped… doesn’t sound like the kind of thing that belongs in private equity.
General Atlantic sounds like a fancy bank name, and Djokovic is out here investing in supplements and wearables, so I’m just like… is this all connected? Waterdrop, SILA, Cob Foods, Incrediwear—dude’s basically building his own wellness empire. Then they say they’ll use his network, which sounds good on paper but also seems like marketing more than strategy. I mean Wimbledon is in like 2 minutes and he’s worried about investors? whatever, hope he still plays better than last year.