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

General Atlantic named Novak Djokovic a global strategic advisor, saying he will work with the firm, portfolio companies, and investors on leadership, resilience, and innovation. The tennis star has invested in wellness, supplements, snacks, and wearables, while General Atlantic is looking to expand further into health and wellness and sports assets.

The appointment reflects how elite athletes are becoming strategic business partners rather than just endorsers or passive investors. It also signals growing private equity interest in sports investing, including leagues, clubs, media, venues, and athlete-led consumer health brands.