General Atlantic has appointed tennis legend Novak Djokovic as a global strategic advisor, leveraging his expertise in leadership and innovation ahead of Wimbledon. The firm aims to tap into Djokovic's network and insights as it expands its reach in the health and wellness sector.

Djokovic brings entrepreneurial experience to the role, having invested in wellness companies including Waterdrop in 2023 and co-founding supplement company SILA in 2024. He also launched clean snack food company Cob Foods in 2025 and backed wearables firm Incrediwear. These ventures align with his personal brand and General Atlantic's strategic focus on consumer health markets.

The appointment signals General Atlantic's push into sports investing, building on recent stakes in a football club, sports stadium, and sports media agency over the past two years. The firm's CEO noted Djokovic's strong views on reshaping professional tennis, suggesting potential investment opportunities in the sport's business model.

Private equity's growing presence in tennis reflects broader trends of athlete-driven investment and brand expansion. With Djokovic pursuing his 25th Grand Slam title, this partnership positions both parties to capitalize on the intersection of sports, wellness, and investment capital.