Novak Djokovic has a new job — advisor to private equity firm General Atlantic

Novak Djokovic has officially joined forces with the private equity firm General Atlantic as a global strategic advisor, marking a significant shift in his career beyond professional tennis. This appointment, announced through a press release, positions Djokovic to contribute his expertise in leadership, resilience, and innovation to the firm’s initiatives. His role will involve working closely with General Atlantic’s leadership team, its portfolio companies, and its investor base. The timing of this announcement coincides with Djokovic’s preparations for Wimbledon, where he aims to secure his 25th Grand Slam title—a milestone that would solidify his place among the sport’s greatest legends.

Djokovic’s transition into the business world is not entirely unexpected. Over the past few years, he has made several strategic investments in the health and wellness industry. In 2023, he partnered with Waterdrop, a company specializing in hydration solutions, and in 2024, he co-founded SILA, a supplement brand focused on performance enhancement. Later that year, he launched Cob Foods, a clean snack food company, and supported Incrediwear, a wearables startup. These ventures have positioned him as a prominent figure within the wellness sector, aligning with General Atlantic’s interest in expanding its footprint in this area. According to Bloomberg, the firm sees potential in leveraging Djokovic’s extensive network to enhance its exposure to the health and wellness market.

Beyond the wellness space, General Atlantic is actively pursuing opportunities in sports investment. Over the past two years, the firm has acquired stakes in a football club, a sports stadium, and a sports media agency, signaling a broader strategy to deepen its involvement in the athletic world. Djokovic’s inclusion in the firm’s advisory roster reflects this ambition. During an interview with Bloomberg, General Atlantic’s CEO highlighted Djokovic’s strong opinions on the future of professional tennis, suggesting that his insights could help reshape the sport. This collaboration underscores the growing intersection between elite athletes and the financial sector, particularly in industries tied to health, fitness, and entertainment.

Meanwhile, another major figure in tennis, Serena Williams, is making a notable return to the court. The 44-year-old former world number one has accepted a wild card entry for the singles tournament at Wimbledon, following a brief hiatus from competitive play. This decision comes after Williams played doubles at the Queen’s Club, where she and partner Victoria Mboko narrowly missed advancing further due to an injury sustained by Mboko during a singles match. Despite these setbacks, Williams remains determined to compete in both singles and doubles at Wimbledon, a testament to her enduring passion for the sport. Her last singles appearance was in the third round of the 2022 U.S. Open, where she lost to Ajla Tomljanovic. At that time, Williams described her departure from professional tennis as an evolution rather than retirement, emphasizing her continued connection to the game.

Williams’ return to singles marks a pivotal moment in her storied career. With 23 Grand Slam singles titles and 14 in doubles—many of which were achieved alongside her sister Venus—she holds a unique position in tennis history. Her participation in Wimbledon, starting on June 29, will be closely watched by fans and analysts alike. While her recent performances in doubles have been mixed, her determination to compete in singles suggests a renewed focus on reclaiming her dominance in the sport. This dual participation highlights the versatility and longevity of her career, even at the age of 44.

As Djokovic prepares for his potential 25th Grand Slam and Williams returns to the court, their respective paths illustrate the evolving roles of top athletes in both sports and business. While Djokovic’s new advisory role represents a calculated step into the corporate world, Williams’ return to competition reaffirms her status as one of the most resilient and influential figures in tennis history. Both developments underscore the ongoing transformation of how athletes engage with their careers, extending beyond the playing field into new realms of influence and opportunity.