Private‑equity firm General Atlantic announced the hiring of tennis champion Novak Djokovic as a global strategic advisor. The former 24‑time Grand Slam winner will sit on the firm’s advisory board and liaise with senior leadership, portfolio companies and limited partners. The move signals the firm’s intent to leverage high‑profile talent for brand visibility and network expansion in key markets.

Djokovic turned pro at 15 and added an Olympic gold medal to his résumé, giving him a global fan base that spans sports and consumer markets. Bill Ford, chairman and CEO of General Atlantic, praised Djokovic’s discipline, tenacity and drive, qualities the firm hopes will translate into strategic insights for its portfolio. The advisory role is unpaid and advisory in nature.

For investors, the appointment underscores General Atlantic’s strategy of blending financial expertise with cultural relevance. By attaching a figure who commands worldwide media attention, the firm may attract new deal flow and deepen relationships with consumer‑focused companies. The partnership illustrates a growing trend of private‑equity firms tapping celebrity advisors to enhance deal sourcing, brand positioning and boost fundraising efforts.