Last Updated on February 18, 2026 by Drew Pierce
Yesterday brought some big news out of Las Vegas that’s getting everyone in the pickleball world talking: tennis legend Andre Agassi is launching the World Series of Pickleball, headquartered right here in Sin City.
On the surface, this sounds fantastic. An eight-time Grand Slam champion with deep Las Vegas roots creating a global pickleball championship? Count me in. But as someone who’s been following this sport’s professionalization closely, I’ve got questions. Let’s dig into what we know, what we don’t know, and what this really means for the future of professional pickleball.
The Big Picture: What Is the World Series of Pickleball?
Agassi Sports Entertainment Corp. announced yesterday that it’s launching the World Series of Pickleball in partnership with TEAM Marketing AG, a Switzerland-based sports event development company. If that name sounds familiar, it’s because TEAM helped build and commercialize the UEFA Champions League—one of the most successful sports properties in the world.
The event is planned to feature a “marquee open” and a “team-based championship week” that welcomes players of all skill levels from around the world, with “substantial prize purses” and celebrity participants. Agassi himself will participate alongside amateur and professional players.
Las Vegas was chosen as the headquarters, which makes perfect sense. The city has become America’s sports capital, hosting everything from the Raiders and Golden Knights to Formula 1, the Super Bowl, and now potentially a major annual pickleball championship.
“Pickleball has become a meaningful part of my life as a player, a fan, and someone who genuinely enjoys the sport,” Agassi said in the announcement. “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.”
That’s the vision. Now let’s talk about reality.
The TEAM Marketing Partnership: Learning from Soccer’s Blueprint
The partnership with TEAM Marketing is arguably the most interesting part of this announcement. TEAM has over 30 years of experience in event development and commercialization. They didn’t just help create the UEFA Champions League—they helped transform it from a regional tournament into a global commercial juggernaut generating billions in revenue.
“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, TEAM’s CEO. “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.”
If TEAM can bring even a fraction of what they did with Champions League to pickleball, this could be transformative. Champions League succeeded by creating premium production value, building global media distribution, and making the event feel like an unmissable spectacle. They turned club soccer into appointment television and built sponsorship revenue streams that support the entire ecosystem.
Pickleball could use that kind of expertise. The sport has grown explosively at the grassroots level, but the professional side still feels fragmented. We’ve got the PPA Tour, the APP Tour, Major League Pickleball (MLP), and various regional events, but nothing that feels like “the championship” the way Wimbledon is for tennis or the Masters is for golf.
Could the World Series of Pickleball become that definitive event? Maybe. But there are some serious questions that need answering.
What We Don’t Know (And What Concerns Me)
Here’s where my tech industry skepticism kicks in. The announcement is long on vision and short on specifics. Let’s talk about what’s conspicuously missing:
No dates. When is this happening? 2027? 2028? Later? The press release says “plans to launch” but gives zero timeline. That’s a red flag. If you’re announcing a major sporting event, you should have at least a tentative date window.
No venue details. Where in Las Vegas will this take place? The T-Mobile Arena? A resort ballroom? Life Time facilities? Outdoor courts at a resort? Venue selection matters enormously for an event claiming to offer “world-class production” and “premium hospitality.” Understanding pickleball court dimensions and layouts is one thing, but hosting a “World Series” requires massive infrastructure.
No prize purse specifics. They mention “substantial prize purses” but don’t define substantial. Is that $100,000? $1 million? $5 million? In a sport where prize money is already a contentious topic, vague promises don’t inspire confidence.
No confirmed sponsors or media partners. The press release says they’re “currently pursuing relationships with leading hospitality and media organizations,” which is corporate-speak for “we don’t have deals yet.” That’s concerning for an event being announced with this much fanfare.
No explanation of format. What does “marquee open” mean? Is this a single-elimination bracket? Round-robin pools? How does the team-based championship work? How do amateur players qualify? Are there specific skill-level divisions or is everyone lumped together?
These aren’t minor details. These are fundamental questions that should have answers before you go public with an announcement. The lack of specifics makes this feel more like a concept pitch than an actual event.
The Financial Reality: Agassi Sports Entertainment’s Situation
Here’s something else worth noting: Agassi Sports Entertainment Corp. is a publicly traded company (ticker: AASP) on the OTC Pink market. According to their SEC filing, the company has “limited operating history and lack of significant revenues to date.”
The press release includes extensive forward-looking disclaimers about risks including:
- The Company’s ability to raise sufficient capital
- Potential dilution to existing shareholders
- Intense competition in the court sports industry
- Dependence on management team and absence of employment agreements with key personnel
- Reliance on Andre Agassi’s reputation
Translation: This company doesn’t have the money to pull this off yet and is hoping Agassi’s name will attract investors and partners. I’m not saying that’s necessarily bad. Plenty of successful ventures start with more vision than capital. But it’s important to understand what’s actually happening here. This isn’t Andre Agassi writing a check to create a new tournament. This is a startup sports entertainment company trying to build something and betting that Agassi’s involvement will open doors.
The Trademark Acquisition: Planning Ahead
One concrete detail we do know: Agassi Sports Entertainment acquired the trademark and all rights to the name “World Series of Pickleball” back in June 2025. That’s smart long-term thinking. Owning the intellectual property gives them control over the brand and prevents competitors from using the name.
This also suggests they’ve been working on this for at least eight months, which gives me slightly more confidence than if they’d just announced it yesterday out of nowhere. Trademark acquisition, partnership negotiations with TEAM Marketing, and planning a global championship take time. The question is whether they’re ready to execute or if this announcement is premature.
How This Fits Into the Current Professional Landscape
Let’s zoom out and think about how the World Series of Pickleball fits into the existing professional pickleball ecosystem. Right now we have:
- PPA Tour: The most established pro tour with 20+ events annually, featuring the top players and significant prize money.
- APP Tour: Another major pro tour with strong regional presence and partnerships with USA Pickleball for Golden Ticket events.
- MLP: Team-based league format with franchise ownership.
- US Open Pickleball Championships: The biggest annual amateur/pro event, celebrating its 10th anniversary this year.
- USA Pickleball National Championships: The premier amateur championship requiring qualification.
Where does the World Series of Pickleball slot into this crowded calendar? If Agassi and TEAM execute well, they could position it as “the championship”—a capstone event that sits above the tour stops the way the World Series sits above baseball’s regular season. Make it invite-only for the top pros, combine it with an open division for amateurs, add celebrity participants for mainstream appeal, and produce it at a level that makes it unmissable television.
But here’s the challenge: Professional pickleballers already have packed schedules. The amateur/open aspect could be the differentiator. If they create a pathway where anyone can enter and compete alongside pros—think the New York City Marathon model where elite runners and weekend warriors race the same course—that would be genuinely unique in pickleball.
Agassi’s Personal Involvement: More Than Just a Name
To his credit, Agassi isn’t just lending his name to this. He’s actively involved in pickleball and plans to participate in the event. He and his wife, tennis legend Steffi Graf, competed in the Pickleball Slam 3 at Mandalay Bay in 2025. He regularly plays at Life Time Fitness locations around Las Vegas and was even named chair of Life Time’s pickleball and tennis board.
That matters. When a celebrity just endorses something for a paycheck, it usually shows. When they’re genuinely passionate and involved, it elevates the entire project. If he’s putting his name on this, he’ll want it to succeed. Plus, let’s be honest: Watching Andre Agassi play pickleball is objectively cool. Having him participate alongside pros and amateurs would be a huge draw for fans and a massive PR opportunity for the sport.
World Series of PickleballL What Success Looks Like
Let me paint two scenarios:
Best Case: Agassi Sports Entertainment secures major sponsors (think ESPN, DraftKings, a major beverage company). They lock in a premier Las Vegas venue. They partner with the PPA or APP to integrate the World Series into the professional calendar. They build a qualification system where amateur players can earn spots. Within three years, it’s THE must-attend pickleball event of the year.
Worst Case: The event gets delayed repeatedly due to funding issues. When it finally happens, it’s at a second-tier venue with modest prize money. Top pros skip it because it conflicts with other commitments. Media coverage is minimal. After one or two attempts, it quietly fades away, becoming another cautionary tale about celebrity-endorsed sports ventures that overpromise and underdeliver.
The reality will probably land somewhere in the middle. Maybe it launches in 2027 or 2028, draws decent amateur participation, and gradually builds momentum. That would actually be fine.
The Las Vegas Angle: Why This Location Matters
Las Vegas choosing pickleball—or more accurately, pickleball choosing Las Vegas—is significant. The city has systematically positioned itself as America’s sports capital over the past decade. They understand how to host sporting events. The infrastructure, hospitality, entertainment integration, and media production capabilities are all world-class.
Agassi is also a Las Vegas local. He and Graf live here, he’s deeply connected to the community through his foundation, and he understands the city’s sports and entertainment ecosystem better than almost anyone. That local knowledge and those relationships could be the difference between this succeeding or failing.
My Verdict: Cautious Optimism with a Healthy Dose of Skepticism
Look, I want this to succeed. Pickleball needs a signature championship event that captures mainstream attention. Andre Agassi is a legitimate sports icon with genuine passion for the sport. TEAM Marketing knows how to build world-class sporting properties. Las Vegas is the perfect location.
But I’m also a realist. This announcement is heavy on vision and light on execution details. I’ll be watching for timeline announcements, sponsor partnerships, and the actual format of the event. Pickleball is at an inflection point. If Agassi and his team can create something that benefits players, excites fans, and elevates the sport’s profile, that’s a win for everyone.
I’m rooting for success. But I’m keeping my expectations realistic until I see more than a press release.