Novak Djokovic Named Global Strategic Advisor to General Atlantic

Overview

• General Atlantic formally announced Djokovic’s appointment as a global strategic advisor on Friday, June 26, 2026, saying he will work with leadership, portfolio companies, and investors to bring perspectives on leadership, resilience and innovation.
• Both Djokovic and General Atlantic chairman Bill Ford issued statements that praised Djokovic’s discipline and long-term mindset and said his role will focus on advising on leadership and deal-sourcing for growth businesses.
• Reporting noted the hire links Djokovic to General Atlantic’s existing large minority stake in Grupo Aguilas, the investor tied to Mexico’s Club America and the Azteca Stadium, creating a cross-sport, cross-border connection.
• Djokovic brings direct sector experience from prior wellness investments such as Waterdrop, SILA, Cob Foods and Incrediwear, which General Atlantic expects to leverage for opportunities in health and consumer wellness.
• The firm, which reports roughly $125 billion in assets under management, has increased sports-related deals in recent years and the appointment signals a strategy of using high-profile athlete networks to source and support sports and wellness investments.