(Bloomberg) — Novak Djokovic, a 24-time Grand Slam tennis champion, joined General Atlantic as the firm dives deeper into sports investing.
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Djokovic, the most dominant player in the Open era, will work closely with the firm’s leadership, portfolio companies, and investors in his new role as global strategic adviser.
“This is the first partnership of this kind for me,” Djokovic, 39, said in an interview from Wimbledon, where he’s gunning for his 25th Grand Slam title. “I like to disrupt, I like to challenge the status quo on and off the court and I’m looking for people who are like-minded.”
General Atlantic Chief Executive Officer Bill Ford first connected with the Serbian tennis star through an entrepreneur before the 2023 French Open, which Djokovic went on to win.
“Together we’re going to be able to be very effective on the investing side,” Ford said. “He has deal flow, we have deal flow, he has some unique relationships.”
General Atlantic, which manages $126 billion, plans to lean on Djokovic’s connections to push further into the health and wellness sector. Djokovic famously credits his gluten-free diet and fitness routine for his long run as world’s top-ranked tennis player. He even revealed how he abstained from chocolate for almost two years to maintain his athleticism.
The firm already has a stake in Grupo Águilas, the owner of Mexico City’s Club América soccer team and the historic Azteca Stadium. In 2024, General Atlantic invested in LiveMode, a Brazilian sports media and marketing agency, which handles commercial and broadcasting rights for major entities including FIFA and UEFA.
“That’s actually one of the areas that I really look forward to exploring with Bill and General Atlantic,” Djokovic said. There are “very compelling opportunities in sports technology, wellness space, healthcare is something that I very deeply care for.”
General Atlantic also has investments in activewear brands Vuori and Gymshark, as well as restaurant chain Joe & the Juice, for which Djokovic is a brand ambassador.
Djokovic’s move to General Atlantic underscores how sports and private capital are becoming further intertwined. Buyout shops are increasingly pouring money into tennis, with firms such as CVC Capital Partners, Blue Owl Capital Inc. and EQT AB investing in tour operations, tournaments and player sponsorships.