Agassi Sports Entertainment Announces World Series of Pickleball

Over the past few months, news has begun to trickle out about what Andre Agassi and Agassi Sports Entertainment have planned for the company. From a deal with IBM to some major team additions, it has set the stage for its first major event announcement.

Announced earlier this week, the company will dive head first into pickleball with the World Series of Pickleball. Working together with TEAM Marketing AG, a Switzerland-based global leader in the development, sales and delivery of world-class sports events, the event is intended to be a new championship property owned and developed by Agassi Sports Entertainment.

The event is described as a team-based championship week welcoming players of all skill levels from around the world, with substantial prize purses and global celebrity participants, including involvement from Andre Agassi, alongside everyday competitors and professionals who choose to enter.

"Pickleball is ready for a championship platform that combines competition, entertainment, and world-class production," said ASE CEO Ronald Boreta. "Launching the World Series of Pickleball from Las Vegas reflects our vision of building a property with durable relevance and long-term commercial potential."

The organizers expect the event to bring together competitors from across the globe, supported by premium production, hospitality programming, and integrated media distribution which will be designed to deliver a world-class experience for fans and partners.

"Pickleball has become a meaningful part of my life as a player, a fan, and someone who genuinely enjoys the sport," said Andre Agassi, who is a significant shareholder of Agassi Sports Entertainment. "I see how accessible it is, how competitive it can be, and how quickly the community around it is growing.  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."

The sports industry continues to find more and more financial success in creating new and novel events with broadcast rights, premium hospitality, sponsors, partnerships, and ticketing. Agassi Sports Entertainment aims for this event to become a long-term commercial platform encompassing all of these and is currently pursuing relationships with leading hospitality and media organizations to support distribution, audience growth, and sustained commercial expansion.