One of the greatest athletes in human history is now making his presence felt on Wall Street. General Atlantic, a leading global investor, announced that Novak Djokovic is joining the firm as Global Strategic Advisor. One of the most accomplished athletes in history and a global advocate for high performance and wellness, Djokovic will work closely with the firm’s leadership, portfolio companies, and investors, bringing perspectives on leadership, resilience, and innovation that reflect General Atlantic’s commitment to excellence.
The announcement arrived on June 26, 2026, just days before Djokovic is set to begin his campaign at Wimbledon, where he is chasing a record-equalling 25th Grand Slam title. The 24-time Grand Slam champion, who’s gunning for a 25th title at Wimbledon this week at age 39, just landed a new job at General Atlantic, one of Wall Street’s biggest private equity firms, managing $126 billion.
“This is the first partnership of this kind for me,” Djokovic, 39, said in an interview from Wimbledon. “I like to disrupt, I like to challenge the status quo on and off the court, and I’m looking for people who are like-minded.”
“We are pleased to welcome @DjokerNole as Global Strategic Advisor to General Atlantic. Novak will bring his experience as an athlete, investor and entrepreneur to work closely with our leadership, portfolio companies and investors as we continue to partner with founders building high-growth businesses.”~General Atlantic
A $126 Billion Firm With A Clear Appetite For Sports And Wellness:
The partnership, in many ways, makes sense. Djokovic has invested in a handful of wellness companies, including Waterdrop in 2023, and co-founded his own supplement company, SILA, in 2024, followed by the clean snack food company Cob Foods in 2025. He also backed the wearables company Incrediwear.
As reported by Bloomberg, General Atlantic hopes to leverage Djokovic’s network to gain further exposure to the health and wellness sector. At the same time, the firm is hoping to expand further into sports investing, having, over the past two years, taken stakes in a football club, a sports stadium, as well as a sports media agency.
The firm already has investments in sports and lifestyle sectors. Djokovic is an ambassador for several brands, including Grupo Águilas, LiveMode, Vuori, Gymshark, and Joe and the Juice. The fact that Djokovic was already a brand ambassador at Joe and the Juice, a General Atlantic portfolio firm, suggests that the two parties were already in the same ecosystem before formalising their advisory connection.
General Atlantic CEO Bill Ford told Bloomberg he first connected with Djokovic through an entrepreneur before the 2023 French Open. “Together we’re going to be able to be very effective on the investing side,” Ford said. “He has deal flow, we have deal flow, he has some unique relationships.”
“Excited to join @GeneralAtlantic as a Global Strategic Advisor. The principles that drive performance at the highest level of sport are the same ones that build great businesses: discipline, long-term thinking, and the courage to keep improving. Looking forward to what we’ll build together.”~Novak Djokovic
Djokovic’s Wellness Philosophy: The Commercial Extension Of A 20-Year Commitment
The advisory role is not simply a celebrity endorsement dressed up in corporate language. Djokovic’s involvement in health and wellness as an investor and co-founder predates his partnership with General Atlantic by several years and his personal philosophy around nutrition and recovery is genuinely aligned with the sector he is now being asked to help develop.
His focus is health, wellness and sports technology, which is no surprise for a guy who quit chocolate for two years and credits a gluten-free diet for two decades at the top of his sport. “The pillars between the highest level of professional sport and the pillars and values of the financial world are pretty much the same,” Djokovic said. “You need long-term thinking, you need leadership, you need dedication, and you need strategic teamwork.”
A few weeks ago, Djokovic announced a partnership with Joe and The Juice, a Danish juice bar chain, where he joined as a wellness ambassador and shareholder. “Throughout my career, physical and mental wellness have been the foundation of my performance on and off the court,” he said. “Joe and The Juice shares my same commitment to clean ingredients, energy, and balance.”
“Novak Djokovic joins General Atlantic as global strategic adviser ahead of Wimbledon. The 24-time Grand Slam champion will focus on sports technology, health and wellness investments for the $126 billion PE firm. CEO Bill Ford says ‘he has deal flow, we have deal flow, he has some unique relationships.'”~Bloomberg
Open To Federer And Nadal Collaborations And A Wimbledon Record In His Sights:
Since turning professional at age 15, Djokovic has captured a record 24 Grand Slam singles titles, completed the historic triple Career Grand Slam, and secured an Olympic Gold medal at the Paris 2024 Games to achieve the elusive Career Super Slam. His historic dominance includes an all-time record of 428 weeks at World No. 1, a record eight Year-End No. 1 finishes, and an unprecedented 40 ATP Masters 1000 titles.
At this year’s tournament, which begins on June 29, Djokovic will try to tie Roger Federer’s record eight Wimbledon titles. He has previously said playing at Wimbledon is one of the biggest reasons he continues playing professional tennis at 39. Djokovic also said he is open to working with longtime rivals Roger Federer and Rafael Nadal on future business deals. “I’m of course always open to doing business and collaborating with them,” he said.
Djokovic’s advising role marks General Atlantic’s strategic push into the sports and wellness economy, which has attracted new levels of private financing in the last three years. Private equity has grown its influence in tennis, with General Atlantic being the most recent addition. The CEO of the company stated that Djokovic had “strong views about how professional tennis can be reshaped” and that “there’ll be opportunities there.” For Djokovic, it is the next phase in a life defined by the belief that the discipline required to win on a tennis court moves straight into other areas.
