Why We’re Building This: ASE’s Founding Story

When CEO Ron Boreta and Andre Agassi first discussed what would become Agassi Sports Entertainment, the conversation did not begin with market sizing or financial modeling. It began with a simple idea: build something authentic.

Boreta remembers the moment clearly. Tennis was experiencing renewed energy. Pickleball participation was accelerating across age groups. Padel was expanding internationally. Agassi’s credibility across racket sports was unmatched. The opportunity felt obvious.
Why not build a racket sports company?

Agassi’s response was direct: “Let’s give it a go.”

For him, the decision was rooted in something deeper than market momentum. It was about alignment with the life he was already living. Tennis has defined much of his life. Pickleball became a meaningful part of it in recent years. Padel offered another lens into how the category was evolving.

What stood out most, however, was community.

During the pandemic, like many families, Andre and his wife Stefani Graf were looking for ways to stay active and connected. Pickleball in particular offered something rare. It was accessible. It was social. It was multigenerational. It created new friendships at a stage in life when many people tend to lose touch rather than build new ones.

Agassi describes that realization simply: “There’s so much science behind the health of getting out and playing racket sports. It actually adds to people’s lives.”

The research supports what he experienced firsthand. Studies have linked regular participation in racket sports to improved cardiovascular health, coordination, longevity, and cognitive resilience. Just as important are the mental health and social benefits that come from structured, in-person activity.

ASE was built around that understanding. The growth of racket sports is not accidental. It reflects real value delivered to people’s lives.

At the same time, rapid growth has led to fragmentation. New brands, leagues, products, and platforms continue to emerge, often operating independently and competing for share. ASE approaches the category differently.

Rather than compete at the edges, the company focuses on identifying best-in-class operators, platforms, and technologies across the ecosystem and creating structured pathways for scale. That may take the form of partnership, integration, or alignment around shared objectives. The principle is straightforward: strengthen what is already working.

As Boreta puts it, “At the end of the day, we want to grow these great games.” That mindset extends beyond commercial activity. It reflects a belief that the health of the ecosystem matters more than individual wins.

ASE’s foundation includes individuals who have shaped modern racket sports. In addition to Agassi, the company includes Stefanie Graf and Darren Cahill, and maintains commercial partnerships with organizations such as IBM and JOOLA. Each contributes expertise across performance, coaching, technology, and product development.

Equally important is the history between the team. Agassi and Boreta have known each other for nearly four decades. Shared history creates trust. Trust enables disciplined execution.
At its core, ASE formalizes something that was already real. They were participating in these sports. They were observing the community impact firsthand. They understood both the performance side and the human side of the category.

Agassi Sports Entertainment reflects that lived experience.

It exists to support the integrity, accessibility, and continued development of racket sports, grounded in authenticity and informed by experience.

Welcome to Agassi Sports Entertainment.