Novak Djokovic has a new job — advisor to private equity firm General Atlantic

General Atlantic has tapped tennis legend Novak Djokovic to serve as a global strategic advisor.

The short version

• The first StrictlyVC of 2026 hits SF on April 30.
• Founder Summit ticket savings of up to $190 end June 26.
• Join 1,000+ founders and VCs for all-day bootcamp.
• The presence of private equity in tennis has increased, with General Atlantic being just the latest name to enter the game.

What happened

The first StrictlyVC of 2026 hits SF on April 30. Founder Summit ticket savings of up to $190 end June 26.

Why it matters

The firm’s CEO said in an interview with Bloomberg that Djokovic had “strong views about how professional tennis can be reshaped” and that “there’ll be opportunities there.” Last chance to save up to $190 on TechCrunch Founder Summit.

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