Agassi Sports Entertainment was born from a simple idea between Andre Agassi and CEO Ron Boreta: build something authentic. Rather than starting with market trends, the vision was grounded in lived experience. Racket sports were already a central part of their lives, from tennis to pickleball to padel, and what stood out most was the power of community. These sports create connection, improve health, and bring people together across generations. ASE was built around that belief, recognizing that the rapid growth of racket sports reflects real value in people’s lives.

Instead of competing in a fragmented market, ASE focuses on strengthening the ecosystem by partnering with best in class operators, platforms, and technologies. With a foundation that includes Andre Agassi, Stefanie Graf, and Darren Cahill, along with partners like IBM and JOOLA, the company brings together expertise across performance, coaching, and innovation. At its core, ASE exists to grow the game in a meaningful way, supporting the integrity, accessibility, and long term development of racket sports through a model rooted in trust, experience, and collaboration.