Agassi Sports Entertainment (ASE), led by former tennis world No. 1 Andre Agassi, is launching a new Las Vegas-based tournament, the "World Series of Pickleball." The commercial side is handled by the sports marketing firm Team Marketing, and it is envisioned as a team competition where pros, amateurs, and celebrities share the same court. Agassi himself is set to compete in the celebrity slot.
A New Show Led by Agassi
The tournament is operated by ASE, in which Agassi is a major shareholder. ASE registered the "World Series of Pickleball" trademark in June 2025 and will build the tournament brand around it. Team Marketing serves as the commercial rights partner, with a plan to build revenue from sponsors, media rights, tickets, hospitality, and brand partnerships.
In a statement, Agassi said the aim is to give the pickleball community "a global stage where everyone who steps on the court has a chance to win."
A Team Competition Mixing Pros, Amateurs, and Celebrities
The tournament is designed as a team-based championship week open to pros, amateurs, and celebrities. Its broad accessibility, envisioning participants from around the world, is a defining feature, and Agassi will play as a celebrity player alongside pros and amateurs.
The prize is described as "a substantial prize pool," but a specific amount and the schedule have not been announced at this point.
A History of Investing in Pickleball
This is not Agassi's first involvement with pickleball. He has previously invested in a rating system and a members-only club business, putting money into ventures around the sport.
| Item | Details |
|---|---|
| Operating Body | Agassi Sports Entertainment（ASE） |
| Commercial Partner | Team Marketing |
| Base | Las Vegas, Nevada, USA |
| Trademark Registration | June 2025 |
| Format | Team-based, with pro / amateur / celebrity participation |
The Aim of Making Celebrities the Draw
A show that puts a tennis star front and center easily draws interest from beyond the competitive fan base. By packing serious pro competition and celebrity participation into the same week, the design clearly aims to capture spectators, streaming, and sponsors all at once.
The choice of Las Vegas as the host city can also be read as a decision that prioritizes presentation as entertainment.
Implications for the Domestic Scene
Building tournaments around famous athletes is a move worth noting in Japan too, where promotional events featuring celebrities and athletes are increasing. The trend of designing not just for competitive quality but for "fun to watch" is spreading across borders.
Summary
Agassi's ASE and Team Marketing are launching the Las Vegas-born "World Series of Pickleball." The framework of a team competition mixing pros, amateurs, and celebrities is set, but the schedule and prize amount await further news. This entertainment-oriented approach to tournament-building from the US looks likely to influence how the domestic scene presents itself.
Related articles:
andTeam League MLP Kicks Off
andA 48-Court Mega Facility in Scottsdale
andAfter the Frenzy, the Question of Staying Power
Source:SportsPro／Andre Agassi pickleball World Series / Las Vegas Review-Journal／Agassi launching World Series of Pickleball
