Agassi Sports Entertainment (ASE), the company associated with tennis legend Andre Agassi, has announced the launch of its global "Let's Play" initiative, aimed at developing an international network of pickleball and padel clubs.
The strategy includes different growth opportunities, including potential acquisitions of existing facilities, strategic partnerships, collaborations and franchising opportunities. The goal is to create a global club platform that complements ASE's existing activities across areas such as technology, events and media.
A model that goes beyond the courts
ASE's proposal is based on developing facilities designed as destinations for sport, leisure and community, combining sport, wellness, hospitality, events, coaching and technology.
According to the company, the aim is to create spaces where players can enjoy sport, stay active, socialise and experience a broader offering than simply booking a court.
Andre Agassi, Co-Founder of ASE, explains: "This isn't simply about building more courts. Great facilities become the heart of a community. We want every 'Let's Play' club to be a place where people come to play, stay active, connect with others and create lasting memories."
Germany and Australia set to lead international expansion
Although the strategy encompasses potential opportunities across North America, Europe and Asia-Pacific, ASE expects its initial international efforts to focus on Germany and Australia, two markets where the company sees significant growth potential for both padel and pickleball.
The initiative in Germany will be led by Stefanie Graf, while former tennis player and coach Darren Cahill will lead the company's efforts in Australia. Both are expected to advise on facility design, sports programming, player development and market strategies tailored to regional and local needs.
Acquisitions and franchising as growth opportunities
One of the most relevant aspects of the initiative is its business model. ASE intends to work with existing facility operators and developers to explore potential acquisitions, collaborations and franchise opportunities.
The company aims to develop a scalable platform capable of maintaining a consistent brand identity, programming and member experience across different markets.
However, ASE is still at an early stage in developing this strategy. The company has confirmed that it is currently in discussions with facility operators, developers and potential strategic partners, but has not acquired any facilities or entered into any definitive acquisition, strategic partnership, collaboration or franchising agreements to date.
For the international padel ecosystem, the move is particularly significant due to the potential entry of an established sports and entertainment player bringing together capital, brand power, facilities and international expansion.
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