Agassi Sports Entertainment Corp. is adding seasoned executive firepower as it builds out its racquet-sports platform, appointing George Mackin as a strategic consultant. The move signals ASE’s intent to lean heavily into media, events, and technology as it scales its footprint across tennis, pickleball, and adjacent racquet disciplines.
Mackin brings decades of experience creating and monetizing sports media properties, live events, and technology-enabled businesses, with a résumé that spans media representation, tournament ownership, and strategic investment at the highest levels of global tennis.
He first made his mark by building one of the world’s largest media representation companies, which he sold in 1998. In 2000, Mackin became managing partner of Tennis Media Company, where he recruited tennis icon Chrissie Evert as publisher and assembled a syndicate of strategic investors from across tennis, media, and technology. Under his leadership, the company expanded its influence before being acquired in 2017 by Sinclair Broadcast Group, owner of Tennis Channel.
Mackin is also widely credited for helping reshape one of the sport’s premier live events. In 2004, he played a key role in leading an investor group that acquired IMG’s ownership stake in the Indian Wells Masters—now the BNP Paribas Open—at a time when the tournament faced potential relocation. Through recapitalization and strategic use of media assets, the event grew significantly across ticketing, sponsorship, hospitality, and on-site revenue streams before being sold to Larry Ellison in 2009. The turnaround later became a case study at the University of Oregon’s Warsaw Sports Marketing Graduate Program.
In 2015, Mackin turned his focus to sports technology, leading an expanded investor group into PlaySight Interactive, a global video and analytics company serving tennis, basketball, and other sports. He served as chairman from 2018 to 2020, overseeing growth alongside institutional and strategic investors including Verizon Ventures and SoftBank Ventures Asia.
At Agassi Sports Entertainment, Mackin will advise on media strategy, brand development, event growth, athlete partnerships, and sports technology initiatives as the company works toward an integrated racquet-sports ecosystem.
“I look forward to working with the Agassi Sports Entertainment team to help grow the company’s platforms, relevance, and long-term position across racquet sports,” Mackin said. “The opportunity to apply what I’ve learned building media, event, and technology businesses alongside what I believe can become an iconic brand is very compelling.”
ASE CEO Ronald Boreta said the appointment reflects the company’s long-term ambitions. “George is one of the most accomplished operators in the racquet sports industry. His experience building and scaling media businesses, owning and growing world-class tournaments, and creating durable value aligns closely with our strategy.”
As professional and participatory racquet sports continue to converge around media, technology, and lifestyle branding, ASE’s decision to bring in Mackin underscores its intent to compete not just on content or events—but on platform scale and strategic execution.
