Andre Agassi, an eight-time Grand Slam winner, continues to expand his company’s presence in the sports ecosystem. Through Agassi Sports Entertainment (ASE), the former American tennis player has reached a multi-year agreement with the United States Tennis Association (USTA) to modernize tennis instruction through a digital training platform developed with IBM. The initiative aims to provide coaches with new technological tools while making training content, programs, and resources more accessible to players.
The agreement focuses particularly on the coaching community across the United States and includes content developed by USTA Coaching, the federation’s subsidiary dedicated to professional coach development. The program will provide educational materials and content linked to the American Development Model (ADM), which will be incorporated into ASE’s platform and future product roadmap. In this way, the partnership seeks to connect the federation’s technical expertise with a digital experience that can support players throughout the different stages of their development.
A digital platform to bring training closer to players
The initiative is based on an idea that Agassi considers central to athletic development: access to a good coach can change a player’s trajectory, but that guidance is not always available when or where it is needed. ASE’s platform aims to address precisely this gap by incorporating training principles and digital tools that allow players to access content and guidance more consistently, while maintaining a connection with the traditional coaching ecosystem.
Under this model, USTA Coaching will play an important role by providing its own coaching program, educational content, and resources associated with the ADM. The partnership also includes exclusive subscription benefits for USTA Coaching and USTA members. The goal is for technology not to replace the relationship between player and coach, but rather to expand the spaces in which that relationship can develop and facilitate access to programs, certified coaches, and educational materials.
Agassi expands his focus on technology and racket sports
For ASE, the partnership with the USTA adds to a strategy aimed at combining sports, media, and technology within the global racket sports ecosystem. The company had already brought in Daren Cahill, coach of world No. 1 Jannik Sinner, through a name and image licensing agreement. The Australian coach is also involved in strategic initiatives linked to Agassi Intelligence, as well as content creation projects and international expansion opportunities.
Agassi’s strategy is not limited to tennis. ASE also has a particular interest in pickleball and is working on new initiatives connected to the sport. These include a project to create an international team competition in Las Vegas that would bring together players of different levels and from around the world, with prize money and the participation of renowned figures. For the project, the company is collaborating with Team Marketing AG, a company that has been involved for decades in the development and commercialization of the UEFA Champions League.
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