Djokovic Lands Lucrative Role in New York
The Serbian tennis star has become a global strategic advisor at the American investment firm General Atlantic, further expanding his business ventures off the court.
The Serbian tennis star has become a global strategic advisor at the American investment firm General Atlantic, further expanding his business ventures off the court.
As he prepares for the continuation of the season on the American tour, Novak Djokovic has taken on a new, for many unexpected, role. The American investment firm General Atlantic has announced that the Serbian tennis player has become their global strategic advisor.
In his new position, Djokovic will be in direct contact with the company's management, its portfolio companies, and investors. He is expected to bring a fresh perspective shaped by experience from elite sports, entrepreneurship, and investing, with an emphasis on leadership, innovation, and long-term results.
General Atlantic, headquartered in New York, specializes in investing in high-growth companies, providing them with capital and strategic support. Djokovic's engagement with the firm represents a significant step forward in his business career off the tennis courts.
"The principles that drive top results in sports are the same ones that build successful companies: discipline, long-term thinking, and the courage to constantly improve," Djokovic said for the Florida Tennis portal.
Djokovic is currently in Boka Kotorska, where he is preparing for his trip to the United States. On Sunday, after spending time at a concert by musician Vlade Georgiev, he also completed a tennis training session. He is soon expected to compete at the Masters in Cincinnati, followed by the US Open, where, according to tradition, he will be one of the main favorites to win the title.
