Normal Atlantic has tapped tennis legend Novak Djokovic to function a worldwide strategic advisor, the place, according to a press release, he “will work carefully with the agency’s management, portfolio corporations, and traders, bringing views on management, resilience, and innovation that replicate Normal Atlantic’s dedication to excellence.”
The information comes simply days earlier than Djokovic is about to play at Wimbledon, along with his eyes set on a twenty fifth Grand Slam title.
The partnership, in some ways, is smart. Djokovic has invested in a handful of wellness corporations, including Waterdrop in 2023 and co-founded his personal supplement company, SILA, in 2024, adopted by the clear snack meals firm Cob Foods in 2025. He additionally backed the wearables firm Incrediwear. As reported by Bloomberg, Normal Atlantic hopes to leverage Djokovic’s community to achieve additional publicity to the well being and wellness sector.
On the similar time, the agency is hoping to develop additional into sports activities investing, having, over the previous two years, taken stakes in a soccer membership, a sports activities stadium, in addition to a sports activities media company. The presence of personal fairness in tennis has elevated, with Normal Atlantic being simply the newest title to enter the sport. The agency’s CEO mentioned in an interview with Bloomberg that Djokovic had “robust views about how skilled tennis will be reshaped” and that “there’ll be alternatives there.”
