Andre Agassi, the former tennis legend, has been diversifying his interests for years. He co-founded Agassi Graf Holdings with his wife Steffi Graf and invested in entertainment and hospitality companies. On the sports side, he’s made significant moves in a different racket sport, investing in the DUPR pickleball ratings system and Komodo Pickleball, which produces high-quality equipment and supports community initiatives. Agassi has also advocated for merging Major League Pickleball with the Professional Pickleball Association to create a unified sport. Now, he’s venturing into yet another business project with this new trendy sport!
If you haven’t been following Agassi closely, he’s become deeply involved in pickleball, competing in slams and attending conventions worldwide. On April 1, via Instagram, Agassi announced a major transition in sports entertainment with the launch of Agassi Sports Entertainment (ASE), writing, “Excited to announce Agassi Sports Entertainment. I’ve been very passionate about the growth opportunities in pickleball and padel and this venture will help us bring even more to the sport through youth activities, school teams, and scholarships, to major league action, streaming media, and everything in between. AASP aims to play a leading role in spreading the fun, wellness, social interaction, and business of pickleball around the world.”
On March 31, Global Acquisitions Corporation transformed, rebranding itself as Agassi Sports Entertainment Corp. This strategic shift marks a significant leap into the world of sports entertainment, with a focus on pickleball and padel. Leveraging the powerful brand of tennis legends like Andre Agassi, ASE is poised to introduce these sports to new markets, create opportunities for youth, and elevate professional competition.
Andre himself is deeply invested in this venture, having grown to love pickleball as an advocate, investor, and player. He noted, “Having been involved with pickleball as an advocate, investor, and player, I’ve grown to love all the sport has to offer to so many people. As I have become more involved in recent years, I’ve recognized how much opportunity exists to grow the sport, all while promoting health of body and mind.”
Pickleball entered Agassi’s life unexpectedly. He started playing after tennis standout Andy Roddick invited him to a fundraising match a few years ago. Initially unaware of the rules, Agassi soon became hooked when his kids encouraged him to play. Now, he’s building a pickleball empire. Agassi added, “I am excited to support the company’s name change to take a larger role in growing the business and passion of pickleball and other racquet sports worldwide.”
The former pro actively promotes pickleball on social media, partnering with Joola paddles and participating in high-stakes events like the Pickleball Slam. He recently won $1 million in Pickleball Slam 3, showcasing his commitment to the sport. Agassi believes there’s more to pickleball than meets the eye, and his enthusiasm is contagious.
Andre Agassi on why Pickleball is a big deal
Pickleball has taken the nation by storm, and the debate between pickleball and tennis has never been more heated. At Life Time’s New York City pickleball event in August 2024, Agassi noted, “If you have your weekend-warrior match in tennis and I give you tickets to Alcaraz-Nadal playing down the street, you’re going to give up playing to watch, but with pickleball, if I say the best are playing down the street, you’d say, ‘Well, what about us? What about our game? We want to play.’ It’s a real participation-centric activity.” This enthusiasm for participation is what sets pickleball apart.
Agassi isn’t alone in his admiration for pickleball. John McEnroe and Andy Roddick are two tennis legends who have ventured into the world of pickleball. McEnroe, known for his fiery personality, has been actively involved in pickleball tournaments and exhibitions. He participated in the first live airing of pickleball on ESPN in April 2023, alongside Andre Agassi and Andy Roddick, in the Million Dollar Pickleball Slam.
Pickleball’s popularity is undeniable, with over 13.6 million players in the U.S. alone, marking a 50% increase from 2022. This surge has been fueled by factors like the pandemic and the emergence of professional leagues. The sport is not just a hobby; it’s a career path. Professional players like Anna Leigh Waters are leading the charge, with Waters projected to earn over $3 million this year. The sport’s financial growth is impressive, with players earning a combined $30 million in 2024.
As Agassi continues to support pickleball’s growth, it’s clear that this sport is here to stay. He believes pickleball “translates culture, it breaks down cultural barriers. It’s people, it’s community, anybody can play it.” While Agassi still defends tennis as the premier racquet sport, he acknowledges that pickleball offers something unique—a chance for everyone to participate and have fun.
With its social vibe and accessibility, pickleball is poised to become a global phenomenon, and Agassi’s involvement could be the catalyst for its next big leap.
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