Agassi Sports Entertainment Corp., a sports entertainment and innovation company focused on racquet sports, recently announced plans to launch the World Series of Pickleball. The company aims to make it a new championship property, together with TEAM Marketing AG, a Switzerland-based global leader in the development, sales and delivery of world-class sports events.
This initiative builds upon the Agassi Sports Entertainment’s June 2025 acquisition of the trademark and all rights associated with the name “World Series of Pickleball,” securing long-term ownership of the brand and establishing a foundation for the creation of what the company hopes will become a scalable sports property headquartered in Las Vegas.
TEAM, on the other hand, is the perfect partner for Agassi Sports Entertainment as the former is widely recognised for helping build and commercialise the UEFA Champions League, the premier annual European club soccer competition and one of the most commercially successful sports properties in the world. Through its involvement in shaping the Champions League’s commercial model and global presentation, TEAM brings more than three decades of experience in event architecture, sponsorship strategy, media integration, and international brand development.
World Series of Pickleball: Reflecting Las Vegas’ Position as Sporting Destination
The World Series of Pickleball will reflect Las Vegas’ position as a destination for premier sporting and entertainment events. In the spirit of iconic championship formats that combine competition with spectacle, the World Series of Pickleball is expected to feature a marquee open, 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.
The event is expected 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 is ready for a championship platform that combines competition, entertainment, and world-class production,” said Agassi Sports Entertainment 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. We believe that working with TEAM makes a great deal of sense for us. They helped take the UEFA Champions League from its early format to one of the most recognised and commercially successful competitions in sport. That track record gives us confidence in their ability to help us build this planned event into a cornerstone event for players, fans, and brand partners, while creating an inclusive platform where competitors from around the world can participate.”
“Agassi Sports Entertainment has a bold vision for the future of racquet sports, one that aligns strongly with TEAM’s ambition to lead the evolution of sport,” said Simon Crouch, CEO of TEAM Marketing. “It’s an honour to join forces with such an iconic name in racquet sports and a world-class team at Agassi Sports Entertainment. Through the World Series of Pickleball, we look forward to helping build a championship platform that truly resonates with fans, partners and the wider sports industry.”
“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.”
Aiming for Long-Term Viability
Agassi Sports Entertainment intends for the World Series of Pickleball to serve as a long-term commercial platform encompassing sponsorship, media rights, ticketing, hospitality, and strategic brand partnerships. The company is currently pursuing relationships with leading hospitality and media organisations to support distribution, audience growth, and sustained commercial expansion.
To learn more about Agassi Sports Entertainment and its portfolio of racquet sports initiatives, visit www.agassisports.com.
