All-time tennis great Novak Djokovic is joining General Atlantic as a global strategic adviser, the private equity firm announced Friday.
“The principles that drive performance at the highest level of sport are the same ones that build great businesses: discipline, long-term thinking, and the courage to keep improving. I look forward to contributing to the next chapter of what Bill [Ford] and the team are building,” Djokovic said.
Djokovic, 39, will work closely with the New York-based firm’s leadership, portfolio companies, and investors, and bring his perspective on leadership, resilience, and innovation.
“He brings a global perspective and a commitment to continuous growth that align deeply with our culture and values,” CEO Bill Ford said.
Ford told Bloomberg he first connected with Djokovic through an entrepreneur before the 2023 French Open, which he went on to win.
General Atlantic, which says it manages $126 billion, plans to use Djokovic’s connections to expand in the health and wellness sector, according to Ford.
The Serbian has always expressed his focus on his health and diet, as he famously cut gluten from his diet after discovering a gluten sensitivity, and went on to have one of his best seasons in 2011.
A few weeks ago, Djokovic announced a partnership with Joe & The Juice, a Danish juice bar chain, where he will join as a wellness ambassador and shareholder.
“Throughout my career, physical and mental wellness have been the foundation of my performance on and off the court. From training and recovery to nutrition and mindset, I’ve learned that what you put into your body directly impacts how far you can push it,” he said.
The company said Djokovic will contribute to brand campaigns, offer input for product development, share his perspective on wellness and performance, and be involved in the franchise’s expansion into Serbia and Montenegro.
“Joe & The Juice shares [my] same commitment to clean ingredients, energy, and balance,” he said. “I’ve long admired their fresh, functional approach to fueling the body and mind—whether it’s a pre-match juice or a midday reset.”
Djokovic, the most decorated tennis athlete of all time, will begin his search for his 25th grand slam at Wimbledon on Monday.
He already holds the Grand Slam record, alongside records of 40 Masters 1000 titles, 428 weeks at world No.1, and finishing the year as world No. 1 eight times.
If he wins at Wimbledon, he’d be the oldest man in the sport’s history to do so, but he’d likely need to defeat current world No. 1 and defending champion Jannik Sinner in a potential semi-finals matchup.
Previously this year, he lost to 19-year-old Joao Fonseca in the third round of the French Open, and world No. 2 Carlos Alcaraz in the Australian Open Final.
