Agassi JOOLA Global Pickleball Partnership: Agassi Sports Entertainment Corporation has signed a new agreement with JOOLA to work together on future pickleball projects. The partnership will focus on developing products, hosting events and tournaments, and creating media content tied to the sport. The deal was announced in July 2025.
The companies will explore a wide range of ventures. These may include live competitions, exhibitions, wellness programs, and the use of athlete and celebrity images for promotions. Each project will have its own detailed agreement, including financial terms.
Aiming to Grow Pickleball Worldwide
JOOLA is known globally for its table tennis products and is now a leading brand in pickleball. Agassi Sports Entertainment Corporation, which trades under the symbol AASP, plans to build on this reputation.
Ronald Boreta, Chief Executive Officer of Agassi Sports Entertainment, said, “We expect this collaboration to be a strategic step for us to grow and influence the pickleball industry worldwide and are excited to be working with JOOLA, a global leader in the sport, to that end. As we’ve stated and continued to demonstrate with this agreement, Agassi Sports Entertainment intends to work with best of class brands with global reach, and JOOLA is that in pickleball and table tennis. We believe that this collaboration is a strong step towards maximizing value for our shareholders. As a publicly-traded company, we believe this effort accelerates our path to commerciality, and our intention of allowing our shareholders to financially participate in the rapidly growing global pickleball industry. Additionally, we are continuing strategic discussions regarding capital market structure in order to increase visibility, liquidity in our shares, and potentially uplist to a national exchange as soon as practicable.”
A Personal Connection to JOOLA
Tennis legend Andre Agassi also spoke on the deal. He said, “I’ve had a long-standing personal relationship with JOOLA and I’m excited to expand that relationship through Agassi Sports Entertainment. By collaborating with JOOLA, a leading global brand in pickleball, we believe we’re in a great position to work together to expand the sport we both love and make it more accessible worldwide, while promoting fun, health, and wellness along the way.”
Under the terms of the agreement, Agassi Sports Entertainment Corporation will handle all legal rights, including names, logos, and celebrity likenesses, if needed. These rights will be used in future ventures as part of the collaboration.
This new agreement highlights a strong push to grow pickleball on a global scale and create new opportunities for both players and fans.
News in Brief: Agassi JOOLA Global Pickleball Partnership
Agassi Sports Entertainment Corporation and JOOLA have partnered to develop new pickleball products, events, and media. The deal will help grow the sport globally. Tennis star Andre Agassi supports the project, which is also expected to create value for shareholders and expand pickleball’s reach worldwide.