Agassi Sports Entertainment Corp. says it plans to launch the World Series of Pickleball, a new championship property based in Las Vegas and developed with TEAM Marketing AG, the Swiss sports marketing firm known for its long-running role in building the UEFA Champions League’s commercial model.
According to the Feb. 17 announcement, Agassi Sports Entertainment acquired the trademark and rights to the World Series of Pickleball name in June 2025, giving the company long-term control of the brand as it works to build what it hopes will become a major global pickleball event.
The company said the Las Vegas-based championship is expected to blend high-level competition with entertainment, hospitality, and media production. Plans call for a marquee open and a team-based championship week designed to welcome players of all skill levels from around the world, alongside professionals and celebrity participants. Andre Agassi, a significant shareholder in the company, is expected to be involved.
ASE CEO Ronald Boreta said the goal is to create a championship platform with long-term commercial value for players, fans, and brand partners. TEAM Marketing CEO Simon Crouch said the partnership aligns with TEAM’s focus on helping shape the next era of sport.
Agassi framed the concept around accessibility and opportunity, saying pickleball’s rapid growth makes it ready for a bigger global stage where everyday players and elite competitors can share the spotlight.
What to watch
- Las Vegas positioning: The city remains a natural fit for a spectacle-driven pickleball event with strong hospitality and entertainment ties.
- Commercial ambition: The company says the property is intended to generate value through sponsorships, media rights, ticketing, hospitality, and brand partnerships.
- Global participation angle: Organizers say the event is being designed as an inclusive championship platform open to players from around the world.
- Execution risk: The release outlines plans, not confirmed event details, and the company included extensive forward-looking language around funding, competition, and execution.
Why it matters
If the event moves from concept to reality, the World Series of Pickleball could become another sign of how aggressively the sport is pushing toward larger-scale entertainment properties. The involvement of Andre Agassi gives the project star power, while TEAM Marketing brings experience in packaging sports for sponsors, broadcasters, and global audiences.
Still, this remains an early-stage announcement. No event date, format specifics, or entry details were released, so the bigger story for now is the ambition behind the project and whether ASE can turn that vision into a durable fixture on the pickleball calendar.
For pickleball fans, brands, and players, this is one to track.
Related Coverage
- More pickleball news from Sleeves Senior Pickleball Report
- Related sports and community coverage from STM Daily News