Novak Djokovic, one of the most decorated players in tennis history, is joining General Atlantic as an advisor to aid a push into sports, the firm announced Friday. Djokovic has won a record 24 Grand Slams and hopes to make it 25 at Wimbledon, which starts Monday. He'll advise General Atlantic's health and wellness efforts, and he told Bloomberg he'd be open to collaborating with longtime rivals Roger Federer and Rafael Nadal. General Atlantic manages $126 billion, including money in soccer entities in Mexico and Brazil.
📢 🎾 Novak Djokovic is joining $126B investment giant General Atlantic as Global Strategic Advisor. As a Novak's fan, I did a bit of research this morning and here's what I think everyone needs to know 👇
➡️ The firm manages $126B and plans to lean on Djokovic's network to push deeper into health & wellness. 💪
➡️ General Atlantic already holds a stake in Grupo Águilas, owner of Club América and the iconic Azteca Stadium. They also backed LiveMode, a Brazilian sports media agency handling rights for FIFA and UEFA.
As a Tennis fan myself, I also think:
➡️ The report shows that Novak has "strong views" on reshaping pro tennis. With a lot of new boycotts happening at the ATP Tour and WTA right now, that can signal maybe a new tennis world is ahead of us 🎾
The lines between elite sport and private capital keep blurring. Whatever you think of Novak the player, Novak the investor is one to watch now 👀
Novak Djokovic’s move into an advisory role at General Atlantic reflects a broader trend: elite athletes increasingly extending their influence into investment, health, and business ecosystems.
After a record-breaking career in tennis, Djokovic is now joining the firm to advise on health and wellness initiatives—an area closely aligned with both his personal brand and the growing global focus on performance, longevity, and recovery.
Several themes stand out:
• Athletes are transitioning into long-term strategic investors and advisors
• Health, wellness, and performance are becoming major investment themes
• Private capital firms are increasingly leveraging sports figures for insight and influence
• The boundaries between sports, business, and healthcare continue to blur
What’s particularly interesting is how this reflects a shift in athlete careers.
Success is no longer defined only by performance during competition years. Increasingly, it includes how athletes translate their experience into broader ecosystems—spanning investment, entrepreneurship, and innovation in human performance.
Djokovic’s role also signals how institutional investors are expanding into sports-adjacent sectors, from wellness technologies to global sports franchises.
In many ways, athletes are becoming part of the infrastructure of modern investing—not just as brands, but as strategic contributors.
The intersection of sports and capital markets continues to deepen.
And it is reshaping both industries.