Novak Djokovic, champion of 24 Grand Slam titles, joined General Atlantic at a time when the manager is deepening its operations in sports investments.
Djokovic, the most dominant player of tennis’s Open Era, will work closely with the firm’s leadership, portfolio companies and investors in his new role as global strategic advisor.
“This is the first partnership of its kind for me,” Djokovic, 39, said in an interview at Wimbledon, where he is seeking his 25th Grand Slam title. “I like to break patterns, I like to challenge the status quo on and off the court, and I look for people with the same mentality.”
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General Atlantic CEO Bill Ford first connected with the Serbian tennis player through an entrepreneur ahead of the 2023 Roland Garros, a tournament that Djokovic would go on to win.
“Together, we will be able to be very effective on the investment side,” said Ford. “He has access to business, we have access to business, he has some unique relationships.”
General Atlantic, which manages US$126 billion, intends to use Djokovic’s network of contacts to further advance the health and wellness sectors. The tennis player often attributes his long career as number 1 in the world to his gluten-free diet and physical conditioning routine. He even revealed that he went almost two years without eating chocolate to maintain his high athletic level.
The firm already has a stake in Grupo Águilas, owner of the Mexican team Club América and the historic Azteca Stadium. In 2024, General Atlantic invested in LiveMode, a Brazilian sports media and marketing agency responsible for commercial and broadcasting rights for major entities, including FIFA and UEFA.
“This is actually one of the areas I most want to explore with Bill and General Atlantic,” Djokovic said. There are “very attractive opportunities in sports technology, in the wellness sector, and healthcare is something I care deeply about.”
General Atlantic also invests in sportswear brands Vuori and Gymshark, as well as restaurant chain Joe & the Juice, for which Djokovic is a brand ambassador.
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Djokovic’s move to General Atlantic reinforces how sport and private capital are increasingly intertwined. Private equity managers have been pouring more money into tennis, with firms such as CVC Capital Partners, Blue Owl Capital Inc. and EQT AB investing in circuit operations, tournaments and athlete sponsorships.
General Atlantic, known for betting on companies like Facebook and Uber, wants to delve deeper into tennis, according to Ford.
Djokovic has “very strong views on how professional tennis can be reshaped, and I think there will be opportunities there,” the CEO said.
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The Serbian star also stated that he would consider joining former rivals, such as Roger Federer and Rafael Nadal, in search of high-impact investments.
“Of course, I am always open to doing business and collaborating with them,” he said. “I like the idea of, in the future, coming together and maybe doing something together.”
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