Post by Preeti Rai

🎾 From the tennis court to the board room.Novak Djokovic joining General Atlantic as a Global Strategic Advisor is the latest signal of a massive shift in sports business. Elite athletes are no longer just passive brand ambassadors—they are institutional strategic partners.General Atlantic is aggressively scaling its sports and wellness footprint, and leveraging Djokovic’s global network gives them a massive competitive edge in deal-sourcing. ❓ How do you see the role of elite athletes evolving in private equity over the next few years? Let’s discuss in the comments.