Agassi Sports Entertainment Corp. (ASE) has officially announced the launch of the World Series of Pickleball, a new premier championship property designed to elevate the sport to a global stage. In a move that signals a “Champions League” approach to pickleball, ASE has partnered with TEAM Marketing AG, the Swiss agency famous for commercializing the UEFA Champions League.
The project builds on ASE’s June 2025 acquisition of the “World Series of Pickleball” trademark and aims to establish a scalable, world-class sports property headquartered in Las Vegas.
A “Champions League” Model for Pickleball
By partnering with TEAM Marketing, ASE intends to apply a proven global commercial model to the fastest-growing sport in North America.
- Global Architecture: Leveraging TEAM’s 30+ years of experience in sponsorship strategy and media integration.
- Inclusive Format: The event will feature a “Marquee Open” and a team-based championship week welcoming players of all skill levels, from amateurs to top professionals.
- Celebrity Integration: Andre Agassi will play an active role alongside other global celebrities and athletes to bring “spectacle” to the competition.
Las Vegas: The New Pickleball Capital
The World Series of Pickleball will be headquartered in Las Vegas, Nevada, utilizing the city’s infrastructure for massive sporting events. ASE CEO Ronald Boreta stated that the vision is to build a property with “durable relevance and long-term commercial potential.”
“Pickleball has become a meaningful part of my life… The World Series of Pickleball will be about giving that community a global stage, where anyone who steps onto the court has the opportunity to compete and win.” — Andre Agassi
Building a Modern Sports Portfolio
This launch is the latest in a series of strategic moves by ASE to dominate the “racquet sports” vertical:
- AI Technology: A 2025 partnership with IBM to develop an AI-powered digital coaching and community platform.
- Elite Partnerships: Advisory and brand agreements with tennis legend Stefanie Graf.
- Equipment & Content: A collaboration with JOOLA to develop products and media content.
The Company is currently negotiating with leading hospitality and media organizations to finalize distribution and hospitality programming for the inaugural event.