Novak Djokovic is expanding his business interests by joining General Atlantic, a global investment firm managing billions. The appointment adds a new dimension to the Serbian tennis champion’s activities beyond the court, building on his experience backing startups and exploring investment opportunities. Rather than taking charge of the firm’s funds, Djokovic will bring his perspective to an established investment network while continuing his professional tennis career. The move comes as elite athletes increasingly look towards venture capital and business partnerships to build opportunities beyond competition, creating a longer-term role in the commercial world.
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