Novak Djokovic has taken on a new role as a strategic adviser at General Atlantic, a global growth equity firm, just as he begins his Wimbledon campaign. The seven-time Wimbledon champion is set to pursue his 25th Grand Slam title against Wu Yibing, but off the court, he is expanding his business portfolio.
Djokovic's New Role at General Atlantic
General Atlantic, which manages over $125bn (£94.5bn) in assets, has a large minority stake in Grupo Aguilas, the organization that owns Mexican Liga MX's Club America and the iconic Azteca Stadium. The firm plans to leverage Djokovic's connections to expand further into the health and wellness sector. In 2024, General Atlantic invested in LiveMode, a Brazilian sports media and marketing agency that handles commercial and broadcasting rights for major entities like FIFA and UEFA. Football superstar Cristiano Ronaldo also became an investor in LiveMode.
Quotes from Leadership
Bill Ford, chairman and chief executive of General Atlantic, said: "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 aligns 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."
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."
Wimbledon Preparations
Looking ahead to his match against Yibing, Djokovic said: "I think I’m better prepared here than I was for Roland Garros. Obviously playing on grass, comparing to clay, you don’t need to exert as much physical effort, so that’s better for me. I always loved playing on grass. I have a very good history in Wimbledon. That gives me a higher dose of confidence coming into the tournament. Roland Garros was physically very draining, demanding. Three matches that I played, all of them went almost four hours. But I’m proud of the effort. Anyway, I was planning to peak at Wimbledon after the injury of the shoulder that kind of kept me away from the tour for several months. Hopefully I’ll have a good tournament here."
