# Winners Alliance

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/winners-alliance

- Industry: Travel & Leisure
- Headquarters: Tysons, US
- Website: www.winnersalliance.com
- Total disclosed funding: $40M
- Latest round: Series B (Feb 28, 2024)
- Investors on record: 2

## About

Based in Virginia, US, and founded in 2022 by Novak Djokovic, Winners Alliance, Inc. operates as a sports company focusing on athletes' collective off-court commercial opportunities and supporting athletes with partnerships with brands. As of 2025, the firm is led by Chief Executive Officer Ahmad Nassar. In February 2024, Winners Alliance, Inc. raised USD 40 million in Series B funding from Pershing Square Foundation and Prysm Capital.

Winners Alliance, Inc. specializes in group licensing, sponsorships, investments, and content creation for player associations, agents, and marketing representatives. The company’s services include brand consolidation, scalable licensing solutions, and partnerships for brands. In addition, the firm creates avenues for athletes to connect with brands and explore untapped opportunities in content creation and events.

The company plans to use the funding from February 2024 to focus on other sports beyond tennis, specifically cricket and track and field.

## Funding rounds

- Series B, Feb 28, 2024, $40M — Prysm Capital, Pershing Square Foundation

## Investors

- Prysm Capital (https://capitalatlas.ai/funds/prysm-capital) — Series B
- Pershing Square Foundation — Series B