Novak Djokovic joins General Atlantic as Strategic Advisor

Global investor General Atlantic has announced a partnership with tennis icon Novak Djokovic, bringing him on board as a Global Strategic Advisor.

As per the agreement, the 39-year-old Serb will offer General Atlantic his experience as an athlete, investor, and entrepreneur.

On joining General Atlantic, Djokovic commented:

“General Atlantic has spent decades backing founders who refuse to accept the limits others set for them – that instinct resonates deeply with me. 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 and the team are building.”

Bill Ford, Chairman and CEO, General Atlantic, added:

“Novak’s discipline, tenacity, and drive have defined his career at the highest level of competition. He brings a global perspective and a commitment to continuous growth that align deeply with our culture and values. We are thrilled to welcome Novak to the General Atlantic team and look forward to partnering with him to create enduring value for our clients and portfolio companies.”