Agassi Sports Entertainment, USTA Coaching Announce Multi-Year Collaboration
August 19, 2026
Collaboration integrates USTA Coaching philosophy and methodology into ASE’s AI-powered coaching platform, delivering exclusive benefits to the USTA Coaching and USTA member community
LAS VEGAS, August 11, 2026 — Agassi Sports Entertainment Corp., a sports, media, and technology platform focused on the global racket sports ecosystem and built around the iconic brands of Andre Agassi and Stefanie Graf, today announced a multi-year commercial agreement with the United States Tennis Association Incorporated (“USTA”), together with USTA Coaching, Inc., an affiliated entity established by the USTA to elevate and support the coaching community nationwide. Through the agreement, USTA Coaching’s established content, philosophy, and methodology will be integrated into the digital coaching platform ASE is currently developing in collaboration with IBM. The collaboration represents a significant step in ASE’s strategy to deliver technology-enabled coaching experiences while expanding access to high-quality instruction and creating new ways to support players and coaches.
Additionally, legendary tennis coach and ASE advisor Darren Cahill will headline the upcoming USTA Coaching “Coaches Open” conference, taking place in New York City on August 25-27. Cahill, one of the most accomplished coaches in tennis, ASE advisor, and current coach of No.1 ranked Jannik Sinner, will participate in an on-stage conversation and will meet with conference attendees. The Coaches Open is a three-day flagship event at the NY Hilton Midtown, where more than 500 professional coaches will gather for keynote speeches, professional development, and go to Louis Armstrong Stadium for on-court demos. Cahill’s participation highlights the collaboration between ASE and USTA Coaching and the shared vision of using innovation and education to support coaches and players at every level.
“Great coaching can change a player’s trajectory, but too often that guidance isn’t available when and where people need it,” said Andre Agassi, Co-Founder of Agassi Sports Entertainment. “By working with USTA Coaching, we’re bringing trusted coaching principles into a platform that can support players every day, while helping connect them to the broader coaching ecosystem.”
Under the agreement, USTA Coaching will provide proprietary coaching curriculum, educational content, and American Development Model (ADM) programming to inform ASE’s coaching platform and future product roadmap. The collaboration is designed to deliver instruction aligned with USTA Coaching’s approach, helping players connect with certified coaches, programs, and educational resources in new ways. USTA Coaching community members, as well as USTA membership, will receive exclusive subscription benefits.
USTA Coaching’s “Pro” and “Pro Plus” community members will have complimentary access to ASE’s coaching platform upon launch, with discounted pricing anticipated for eligible adult USTA members. In addition, USTA Coaching and ASE plan to explore further USTA Coaching community member benefits, exclusive offers, and collaborative initiatives that support coaches and players across USTA Coaching and the broader USTA membership base.
“Coaches are central to the long-term success and enjoyment of players at every stage of the journey,” said Craig Morris, Chief Executive Officer of USTA Coaching. “Our relationship with Agassi Sports Entertainment is expected to allow us to introduce more players to the principles of the American Development Model in a modern, engaging format while reinforcing the value of coach education and certification. We’re also thrilled to welcome Darren Cahill to our first Coaches Open as we bring the coaching community together around the future of the game. He is an icon in the coaching community and we know his experience and insight will be incredibly valuable for attendees.”
“This relationship brings together two complementary strengths: USTA Coaching’s deep expertise in coach education and player development, and ASE’s plans to deliver personalized guidance through technology,” said Ron Boreta, Chief Executive Officer of Agassi Sports Entertainment. “It reflects our broader strategy of building strong, long-term partnerships across the tennis ecosystem, and lays important groundwork for the products and experiences we plan to bring to market in the future.”