Novak Djokovic Joins General Atlantic as Global Strategic Advisor

Djokovic, one of the world's most successful athletes, will work with General Atlantic's leadership team, portfolio companies, and investors. He will share his experience in leadership, resilience, innovation, and high performance.

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In his new role, Djokovic will use his experience as an athlete, investor, and entrepreneur to help General Atlantic support founders and fast-growing companies.

“Novak’s discipline, tenacity, and drive have defined his career at the highest level of competition,” commented Bill Ford, Chairman and CEO at General Atlantic. “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.”

“General Atlantic has spent decades backing founders who refuse to accept the limits others set for them – that instinct resonates deeply with me,” said Novak Djokovic, 24-time Grand Slam Champion and Olympic Gold Medalist. “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.”

General Atlantic was founded with the vision of its first investor, Chuck Feeney, who believed in building businesses that create a positive impact. For more than 45 years, the firm has invested in fast-growing companies across healthcare, life sciences, consumer, and technology. Its partnership with Novak Djokovic is based on shared values, long-term thinking, and a commitment to growth and innovation.

Novak Djokovic became a professional tennis player at the age of 15 and is widely regarded as one of the greatest tennis players in history. During his career, he has won a record 24 Grand Slam singles titles, completed the Career Grand Slam three times, and won the Olympic gold medal at the Paris 2024 Olympics. He also holds the record for spending 428 weeks as the world's No. 1 player, finishing eight seasons as Year-End No. 1, and winning 40 ATP Masters 1000 titles, making him one of the most successful athletes of all time.

General Atlantic is a global investment firm with more than 45 years of experience supporting fast-growing companies. Since it was founded in 1980, the firm has invested in more than 885 companies, providing both funding and strategic guidance to help businesses grow.

The firm invests in areas such as growth equity, infrastructure, and strategic solutions. As of March 31, 2026, General Atlantic managed around $126 billion in assets and had more than 900 employees working across 20 countries in five regions.