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

General Atlantic announced Novak Djokovic as a global strategic advisor on May 23, 2024. The tennis star will leverage his experience in elite performance and global brand building to support the private equity firm's investment strategies and portfolio companies. Djokovic's role is expected to focus on areas such as sports, media, and consumer sectors, where his insights into high-stakes competition and international markets can provide unique value. This appointment marks a significant move for Djokovic into the business and finance world, extending his influence beyond professional sports. General Atlantic, a firm with over $83 billion in assets under management as of March 31, 2024, aims to benefit from Djokovic's extensive network and understanding of global trends. The collaboration is designed to foster growth and innovation across General Atlantic's diverse investment portfolio.