The tennis legend Novak Djokovic has landed a new job - global strategic adviser to the private investment fund General Atlantic. According to the announcement, he will work closely with the leadership, with the companies in the portfolio and with investors, bringing „perspectives on leadership, resilience and innovation". Translated from corporate into human: the fund wants his name, his network and his access to the world of health and wellness.

And the news comes just a few days before Djokovic plays at Wimbledon, with his eye on a 25th Grand Slam title. The partnership actually makes sense. Djokovic has already invested in several health and wellness companies - in Waterdrop in 2023, founded his own supplements firm SILA in 2024, then the healthy-food company Cob Foods in 2025, and he has also backed wearable devices. The man has long been more than just a tennis player; he's a brand with a portfolio.

For General Atlantic the calculation is twofold. Through Djokovic they want a way into the health and wellness sector, but also a bigger presence in sports investment - over the last two years the fund has already taken stakes in a football club, a sports stadium and a sports media agency. Private capital is moving ever deeper into tennis, and the fund's CEO says Djokovic has „strong views on how professional tennis can be reshaped". When a player from the Balkans sits down at the table where the future of his own sport is decided, that's more interesting than any of his titles - because that's where the power stays even when the racket is put down.