Novak Djokovic has been appointed as a global strategic advisor to private equity firm General Atlantic. He will work closely with the firm's leadership, portfolio companies, and investors, bringing his perspectives on leadership, resilience, and innovation.
The partnership makes sense given Djokovic's investments in wellness companies, including Waterdrop and his own supplement company, SILA. General Atlantic hopes to leverage Djokovic's network to gain exposure to the health and wellness sector and expand into sports investing.
General Atlantic's presence in tennis is the latest example of private equity's growing involvement in the sport. The firm's CEO believes Djokovic's views on professional tennis could lead to new opportunities.
