General Atlantic has hired tennis legend Novak Djokovic as a global strategic advisor. The deal sees Djokovic team up with the firm's leadership and portfolio companies to bring his insights on leadership, resilience, and innovation to the table.

The timing of this move is intriguing; Djokovic is set to play at Wimbledon for his 25th Grand Slam title bid. His recent investments in wellness and supplement companies like Waterdrop and SILA suggest a growing interest in health and fitness beyond the courts.

General Atlantic has its sights on tennis, having invested in a football club, sports stadium, and media agency over the past two years. With Djokovic's appointment, they hope to tap into his extensive network to boost their presence in the health and wellness sector.

The partnership also reflects the broader trend of private equity firms entering the world of sports. General Atlantic’s CEO believes there are opportunities for reshaping professional tennis through such collaborations.