Novak Djokovic is now advisor to a private equity firm

Novak Djokovic is now advisor to a private equity firm

Tennis legend Novak Djokovic has been appointed as a global strategic advisor by private equity firm General Atlantic.

The announcement comes just days before Djokovic's Wimbledon campaign, where he hopes to clinch his 25th Grand Slam title.

In his new role, the Serbian star will work closely with General Atlantic's leadership, portfolio companies and investors.

Djokovic's previous investments in wellness companies

The partnership between Djokovic and General Atlantic is not surprising, given the tennis star's previous investments in wellness companies.

He invested in Waterdrop in 2023, co-founded supplement company SILA in 2024, and launched clean snack food company Cob Foods a year later.

He also backed wearables firm Incrediwear. According to Bloomberg, General Atlantic plans to use Djokovic's network for greater exposure to health and wellness industry.