General · 26 June 2026
Novak Djokovic joins General Atlantic as adviser
Andymiah via Wikimedia Commons (CC-BY-SA-4.0)
People could see more well-known athletes helping shape investment decisions in sport. General Atlantic appointed Novak Djokovic as a strategic adviser on Friday, saying he'll work with its leadership, investors and portfolio companies as it grows its sports activities. Earlier investments include a stake in Club América and an interest linked to Mexico's Azteca Stadium through a 49 per cent holding.
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