Agassi Sports Entertainment Corp. has made a striking announcement, revealing its plans to launch the World Series of Pickleball, a new championship property aimed at transforming the popular sport into a professional spectacle. The initiative will be based in Las Vegas, in partnership with TEAM Marketing AG, the esteemed Switzerland-based sports marketing firm known for its pivotal role in the development of the UEFA Champions League.
This announcement represents a significant step in the ongoing effort to professionalize pickleball, which has quickly transitioned from a leisurely pastime to a target for investment from sports ownership groups, media companies, and ambitious athlete-led projects. This new endeavor aims to cement pickleball’s place in the sports landscape as a commercially viable property.
From Trademark to Championship
In June 2025, Agassi Sports Entertainment acquired the trademark and full rights to the “World Series of Pickleball” name. The planned championship will blend an open tournament format with a team-based championship week, welcoming players of all skill levels—from casual participants to seasoned professionals. The event aims to feature substantial prize purses and attract celebrity participation, with the legendary Andre Agassi himself set to compete, highlighting the exciting prospects of the competition.
The company is looking to diversify its revenue streams through sponsorships, media rights, ticket sales, hospitality offerings, and brand partnerships. In pursuit of these goals, it is actively engaging with various hospitality and media organizations to bolster both distribution mechanisms and audience development.
A Proven Blueprint Applied to a New Property
Agassi Sports Entertainment’s partnership with TEAM Marketing follows a well-trodden path of leveraging established expertise in sports commercialization. Over the past 30 years, TEAM has played a crucial role in evolving the UEFA Champions League into one of the most financially rewarding sporting properties globally. If the strategies that proved effective in football can be adapted to pickleball, the financial potential is enormous. Enthusiasts and investors alike will be keenly observing whether these tried-and-true methods can translate to a sport that is still in the process of solidifying its professional presence.
The Pickleball Commercial Race
The launch of the World Series of Pickleball comes amid a highly competitive and fragmented landscape for pickleball events. The sport has seen rapid growth in the United States, particularly among adults aged 18 to 54, which has catalyzed the emergence of multiple competing leagues and events. This saturation creates challenges as various properties vie for valuable broadcast deals, sponsorship budgets, and partnerships with venues.
The challenge for pickleball has never been participation itself; instead, it lies in effectively converting grassroots interest into lasting commercial viability. The partnership between Agassi Sports Entertainment and TEAM aims to fill this crucial gap. By blending elite competition with robust commercial strategies—such as sponsorship tiers, comprehensive broadcast production, and hospitality offerings—the potential for revenue generation expands significantly. The crucial question remains whether these frameworks can successfully be adapted to a sport that is still defining its professional tier.
About Agassi Sports Entertainment Corp.
Agassi Sports Entertainment is a Las Vegas-based company dedicated to revolutionizing the global racquet sports industry. Co-founded by eight-time Grand Slam champion Andre Agassi, the firm develops a variety of products and experiences across pickleball, padel, and tennis. Its ecosystem not only includes the World Series of Pickleball championship but also the innovative “Agassi Intelligence”—an AI platform designed in collaboration with IBM to provide professional coaching and analytics for players around the globe.
About TEAM Marketing AG
TEAM Marketing is a global leader in the development and commercialization of sporting events, based in Switzerland. For over 30 years, TEAM has designed and managed the commercial strategies surrounding the UEFA Champions League, establishing exclusive sponsorship tiers and centralized media rights that have transformed European football into a multi-billion-euro industry. The agency is now extending its expertise to fast-growing sports properties, aiding in event architecture, media integration, and brand development.