Elite performance
takes vision
Novak Djokovic joins General Atlantic as Global Strategic Advisor
Leadership. Resilience. Innovation.
Novak Djokovic joins our team, with experience shaped by more than two decades of competing at the highest level.
Together, we will bring perspectives from elite sport and global investing to help shape the next generation of enduring businesses. We are excited about the opportunities ahead.
Read the press release
“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.”
Novak Djokovic
General Atlantic Global Strategic Advisor
Setting a new standard
Since turning professional at age 15, Novak has cemented his status as the undisputed greatest tennis player of all time, redefining athletic excellence through an unmatched list of historic achievements.
Over a legendary career marked by flawless precision and unparalleled mental fortitude, he has captured a record 24 Grand Slam singles titles, completed the historic triple Career Grand Slam, and secured an Olympic Gold medal at the Paris 2024 Games to achieve the elusive Career Super Slam. His historic dominance includes an all-time record of 428 weeks at World No. 1, a record eight Year-End No. 1 finishes, and an unprecedented 40 ATP Masters 1000 titles, firmly establishing his legacy as a global sporting icon.
A partnership built on shared values
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Pursuit of excellence
Enduring value is the product of sustained commitment, shaped by focus and consistency over time.
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Innovation in motion
A career defined by continuous improvement in training and recovery, matched to GA’s backing of category-defining entrepreneurs.
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Long-term orientation
Building something that endures takes time. Novak spent more than two decades committed to that standard across performance, a philosophy General Atlantic has held since our founding.
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Partnership as catalyst
Capital is the starting point. Together we believe the real work happens with teamwork and collaboration.
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Global perspective
Decades of competing, building, and investing across continents builds a way of seeing the world. This is our globalist mindset.
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Purpose & performance
Novak and General Atlantic are committed to philanthropy and social innovation – through the Novak Djokovic Foundation, the General Atlantic Foundation, and our extended network of nonprofit partners addressing some of the most urgent challenges in the world.
“Novak's discipline, tenacity, and drive for excellence 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 build enduring value for our clients and portfolio companies.”
Bill Ford
Chairman and Chief Executive Officer
The General Atlantic Story
Built on the legacy of our founding investor Chuck Feeney, a global entrepreneur and philanthropist whose audacious mission was to improve the human condition, General Atlantic has partnered with visionary founders and investors seeking to build transformative businesses and create lasting value for more than four and a half decades. This includes investing across sports, consumer, healthcare, and technology where performance, innovation, and wellbeing are increasingly interconnected.
Learn moreFor inquiries, please get in touch.
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