Agassi’s venture signs Jannik Sinner’s coach – Sporting Goods Intelligence Europe

By SGI Europe Editorial Team2026-06-12T10:12:00+01:00
ASE was built on the licensed brands of Agassi and Graf. Signing Darren Cahill through a name and likeness deal rather than a hire extends that instrument to coaching expertise: the input its IBM-built AI platform depends on.
Agassi Sports Entertainment (ASE) has signed a name and likeness license agreement with Darren Cahill, bringing one of the most decorated coaches in tennis into the venture built around the brands of Andre Agassi and Stefanie Graf.
The Las Vegas-based company said Cahill will work across several of its programs. The most significant is Agassi Intelligence, the artificial intelligence coaching platform ASE is developing in a multi-year collaboration with IBM. Cahill is also expected to contribute to original content production and media projects, according to the company.
Un post condiviso da Agassi Sports Entertainment (@agassisportsentertainment)
Cahill’s coaching record covers four decades and multiple Grand Slam champions. The Australian guided Agassi during the later stage of his career and has since coached Jannik Sinner, Simona Halep and Lleyton Hewitt, all of whom reached world No. 1.

Un post condiviso da Showcase Tennis | Tennis Media (@showcasetennis)

The signing deepens ASE’s bench of recognizable tennis names ahead of the platform’s rollout. The company said additional announcements on Agassi Intelligence and further initiatives involving Cahill are expected in the coming months, without specifying dates.
Agassi Sports Entertainment Corp. is a US sports media and technology company focused on racquet sports, co-founded around the brands of Andre Agassi and Stefanie Graf. The company develops products, platforms and experiences in partnership with global brands and athletes, including the Agassi Intelligence platform being built with IBM. ASE trades on the OTC markets under the ticker AASP. You can download ASE’s investor presentation here.
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