Agassi’s World Series of Pickleball Gains Global Firepower
By The Pickleball Weekly Editorial Team • Mar 4, 2026 • 6 min read
Andre Agassi and TEAM Marketing aim to build pickleball’s premier championship
PICKLEBALL’S EXPLOSIVE GROWTH has created demand for bigger stages, broader competition, and championship events that appeal to the sport’s diverse global community. In 2026, that demand took a major step closer to reality with the announcement of the World Series of Pickleball, a new Las Vegas–based global pickleball championship that aims to unite players of all skill levels, from everyday competitors to professionals and even celebrity participants.
Organized by Agassi Sports Entertainment Corp., the World Series of Pickleball is intended to be more than a single tournament. It’s envisioned as a scalable sports property and global platform that blends elite competition, entertainment, hospitality, and fan engagement. The event will be headquartered in Las Vegas, Nevada, a city already known for major sporting spectacles and destination tourism, positioning pickleball alongside other premier events in the entertainment capital of the world.
From Trademark to Championship
Agassi Sports Entertainment (ASE), a racquet sports–focused entertainment company led by CEO Ronald Boreta, acquired the trademark and all rights to the name “World Series of Pickleball” in June 2025, laying the legal and strategic groundwork for the event’s development.
Rather than simply hosting an annual tournament, ASE’s plan is to build a long-term championship property with commercial heft and broad appeal. That includes stacked prize purses, open competition, integrated media distribution, sponsorship and hospitality programs, and strategic brand partnerships designed to elevate the sport’s footprint far beyond its current footprint.
“Pickleball is ready for a championship platform that combines competition, entertainment, and world-class production,” said ASE 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 recognized 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.”
Andre Agassi at Life Time Green Valley, Las Vegas. Photo Credit: Denise Truscello
Team Marketing and Global Experience
To help bring the vision to life, ASE is partnering with TEAM Marketing AG, a Switzerland-based sports event specialist widely recognized for its role in shaping the UEFA Champions League, one of the world’s most commercially successful sports competitions. TEAM’s involvement brings decades of expertise in event architecture, sponsorship strategy, and global brand development, knowledge ASE hopes will accelerate pickleball’s transition from grassroots phenomena to world-class event.
Simon Crouch, CEO of TEAM Marketing, described the collaboration as a shared ambition to lead the evolution of sport, noting the opportunity to build something that resonates with both fans and partners on a global scale.
“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 TEAM Marketing. “It’s an honor 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.”
Competition for Everyone
The World Series of Pickleball is expected to feature a marquee open tournament and a team-based championship week that invites players of all skill levels from around the world to compete on the same stage. This inclusive framework aligns with pickleball’s unique blend of accessibility, where weekend warriors and professionals share the same court culture, while also introducing a layer of serious competition and spectacle.
Substantial prize purses and the promise of global celebrity involvement, including participation and promotion by former tennis great Andre Agassi, a significant shareholder in ASE, underscore the event’s dual focus on competition and entertainment. In statements about the event, Agassi said the World Series is about giving the pickleball community a global stage where anyone who steps onto the court has the opportunity to compete and win.
“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.”
Las Vegas: A Championship Destination
Choosing Las Vegas as the host city was intentional. As one of the world’s premier entertainment and sports destinations, Vegas offers infrastructure, hospitality, and global visibility that few other cities can match. Organizers believe the World Series of Pickleball could become a marquee annual stop on the sports calendar, drawing competitors, sponsors, and fans alike to a week of high-stakes matches and entertainment experiences.
With plans for premium production and integrated media distribution, ASE is pursuing relationships that extend beyond sport into broadcast, digital platforms, and experiential hospitality, a strategy aimed at building audience growth and sustaining commercial expansion over the long term.
A New Chapter in Pickleball’s Evolution
The World Series of Pickleball reflects a broader shift in the sport’s trajectory. What began as a community-driven pastime has matured into an ecosystem of professional tours, international players, global media interest, and now, major championship events with the potential to reshape how the world engages with the sport.
While still in its early planning stages, the World Series carries the vision of combining competition, entertainment, and inclusive participation, a trifecta that not only honors pickleball’s grassroots origins but also positions it for a future on the world stage.
As the sport continues to attract players, fans, and high-profile ambassadors, the World Series of Pickleball could become one of the most significant annual events in the sport’s history, one with the power to unite players from every level and every corner of the globe.
The Pickleball Editorial Team produces in-depth reporting and cover features that examine the sport’s growth, innovation, competition, and culture. With contributors who understand both the strategy of the game and the forces shaping its future, the team is committed to telling the full story of modern pickleball.
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