Novak Djokovic announces new business venture as he goes for record win at Wimbledon

While he’s not a fan of Wimbledon’s famous Pimm's, Novak Djokovic, a seven-time Wimbledon champion, says playing in the London tournament is “one of the biggest reasons" he continues playing professional tennis at age 39.

Djokovic told ABC News that, at the age of seven, he was building Wimbledon trophies in his room.

"That’s how much it really means to me," the 24-time Grand Slam champion said in an exclusive interview with ABC News on Thursday courtside at Wimbledon.

At this year's tournament, which begins on June 29, Djokovic will try to tie Roger Federer’s record eight Wimbledon titles. He said his 2019 Wimbledon final against Federer, which Djokovic won in a five-set tiebreaker, was “probably the best Grand Slam final I was ever part of.”

Djokovic also spoke with ABC News about his new role outside of tennis, announcing that he has joined a private investment firm as a global strategic adviser.

“The pillars between the highest level of professional sport and [the] pillars and values of the financial world are pretty much the same," Djokovic said about his new role with General Atlantic, a New York-headquartered global investment firm. "You need long-term thinking, you need leadership, you need dedication, and you need strategic teamwork."

Djokovic is one of several athletes to make strides from the court to the boardroom.

Seven-time Super Bowl champion Tom Brady has founded companies in the wellness and media landscape and professional boxer George Foreman endorsed a grill by the same name.

“It’s our desire to innovate, to keep on disrupting our own perception of our own world and what we can or cannot do,” Djokovic said of athletes' success in business. "We're looking for new challenges and that's the mindset of a champion - always what's the next challenge that I can overcome, that I can conquer and what's that next mini or big battle that I can win.”

With his venture into the boardroom, Djokovic is also following in the footsteps of 23-time Grand Slam champion Serena Williams, who, in 2019, became the first athlete included on Forbes' list of the World's Richest Self-Made Women.

The fashion and jewelry line-founder stepped away from professional tennis in 2022, before deciding to pick up her racket again earlier this month, competing in doubles at Queen’s Club in London and at the Berlin Open in Germany.

And now, she’s accepted wild card invitations from the All-England Club for both singles and doubles, where she will play with her sister, Venus Williams.

Like Djokovic, Serena Williams has seven Wimbledon titles to her name. The pair each individually winning the singles tournaments in 2015.

"I actually met her yesterday for the first time since she's been back officially on the tour. And yeah, I just told her that everything she's doing is epic,” Djokovic said. "It's something that is very admirable. I told her that whatever she does, I'm always her fan. She’s so inspiring to everyone.”

Djokovic is hoping to inspire next week at Wimbledon too, saying his daughter is already choreographing his celebratory dance moves.

When asked to describe his tennis career in one, or a few words, Djokovic said, "Very humbly and modestly epic.”

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