Novak Djokovic General Atlantic — Serbian tennis champion Novak Djokovic has taken on a new role as global strategic advisor at General Atlantic, a major international investment firm. The announcement, made in late June 2026, has drawn attention in Serbia and worldwide, as Djokovic expands his influence beyond sport into global finance.

General Atlantic, headquartered in New York and London, manages assets worth $100 billion and is led by William Ford. The firm invests in over 440 companies across sectors such as artificial intelligence, green energy, digital currencies, healthcare, and education. Notably, its portfolio includes ByteDance, the Chinese owner of TikTok, as well as leading AI companies Anthropic and Runway, both recognized for innovation in 2026.

Through its BeyondNetZero fund, General Atlantic has launched major climate-focused investment projects, including decarbonization initiatives and technology for energy transition. The fund was established under the leadership of Lord John Browne, former head of British Petroleum. The company also invests in European tech and sustainability ventures, such as Odoo (Belgium), Doctolib (France), and Iceye (Finland), which specializes in real-time satellite monitoring of environmental risks.

BlackRock, Rio Tinto, and Boardroom Connections

William Ford, who has served as General Atlantic’s CEO since 2007 and its chairman since 2026, is known for his involvement on the boards of major global firms, including the Chinese company behind TikTok and the investment giant BlackRock. BlackRock is a co-owner of Rio Tinto, a mining corporation that has faced controversy in Serbia over its plans for lithium extraction. These connections have fueled debate in Serbian media about the intersection of global finance, natural resources, and national interests.

The General Atlantic board includes figures such as Lord John Browne, Paul Polman (former Unilever CEO), and Ajay Banga (World Bank president and former Mastercard CEO), each with their own histories of public scrutiny and activism. The presence of such influential individuals highlights the firm’s reach and the potential implications for Serbia as Djokovic becomes more involved with international investment networks.