Agassi Sports Entertainment (ASE) has unveiled its latest venture, a worldwide platform under the Let’s Play banner, designed to scale pickleball and padel through a franchise and partnership model. The ambition is clear: build a network of clubs across continents, from North America to Europe and Asia Pacific, and establish ASE as a global name in racket sports.
Germany and Australia are expected to spearhead the international rollout, with both markets already showing sharp growth in pickleball and padel participation. The initiative promises more than just courts—it aims to create welcoming spaces where players of all ages can compete, connect, and form lasting communities. Operators, meanwhile, will benefit from ASE’s branding, programming, and operational support.
Ron Boreta, ASE’s CEO and Co‑Founder, captured the spirit of the project: “Pickleball and padel are rapidly becoming global lifestyle sports that bring together wellness, fitness, and social connection. We believe that facilities are the foundation of that experience.”
Andre Agassi, who co‑founded ASE alongside Boreta and James Askew, added: “This isn’t simply about building more courts. Great facilities become the heart of a community. We want every Let’s Play club to be a place where people come to play, stay active, connect with others, and create lasting memories.”
ASE’s mission is rooted in elevating racket sports worldwide, recognising their growing value in people’s lives. The company’s leadership team is bolstered by Agassi’s wife, Steffi Graf, and renowned coach Darren Cahill. Graf will oversee the German expansion, while Cahill will lead efforts in Australia, both advising on facility design, player development, and local strategies.
For ASE, the Let’s Play initiative is not just about capitalising on the popularity of pickleball and padel. It is about shaping the future of racket sports through trust, collaboration, and meaningful growth—building clubs that serve as hubs of activity, wellness, and community across the globe.
