Agassi Sports Entertainment Announces Merchandise Licensing Agreement with Rhino Entertainment LLC to Launch Grateful Dead Branded Pickleball and Padel Merchandise
https://www.accessnewswire.com/newsroom/en/el...-w-1247515
Agreement pairs the iconic Grateful Dead brand with Agassi Sports Entertainment's growing footprint in pickleball and padel, expanding ASE's lifestyle merchandise offering
LAS VEGAS, NV / ACCESS Newswire / November 5, 2026 / Agassi Sports Licensing LLC, a wholly owned subsidiary of Agassi Sports Entertainment Corp. (OTCID:AASP) ("ASE" or the "Company"
, 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 that it has entered into a merchandise licensing agreement with Rhino Entertainment LLC, a Warner Music Group company, to develop and distribute a line of Grateful Dead branded pickleball and padel merchandise.
After a 30 year touring career and over 2,300 live performances worldwide, the Grateful Dead remains one of the most enduring and commercially successful brands in music and entertainment. Its imagery, including the iconic dancing bears and "Stealie" logo, is recognized across generations and has been successfully extended into apparel, footwear, and lifestyle categories through partnerships with leading consumer brands. This agreement extends that legacy into pickleball and padel, categories experiencing rapid growth across a broad and diverse demographic, and reflects the continued strength and versatility of the Grateful Dead brand across new markets.
Under the agreement, the Company will design and market a collection of branded products, which may be co-branded with the Agassi logo and may include equipment, accessories, apparel, and hydration products, drawing on the Grateful Dead's iconic imagery and enduring cultural legacy. The Company has also entered into a manufacturing agreement to manufacture and distribute the licensed products. The parties intend for the collection to be sold through direct-to-consumer and select wholesale channels worldwide.
"Pickleball has become a true cultural crossover sport, and the Grateful Dead's imagery and community spirit align naturally with the energy we see on and off the court," said Ron Boreta, CEO and co-founder of Agassi Sports Entertainment. "This agreement gives us the opportunity to bring a beloved, multi-generational brand into the pickleball space in an authentic way, and to offer our community something distinctive as we continue building out our merchandise and lifestyle offering."
"I've always believed the best brands aren't manufactured, they're earned," added Andre Agassi, co-founder of Agassi Sports Entertainment. "The Dead earned theirs over decades. I believe the popularity of pickleball and padel is exploding because people want more than a sport, they want a scene, a community. Nobody understands building a community around something people love more than the Grateful Dead. We're proud to bring that legacy onto the court."
The Company anticipates that products under the collection will begin rolling out in mid-2027, with additional details on specific products, pricing, and availability to be announced closer to launch.
https://www.accessnewswire.com/newsroom/en/el...-w-1247515
Agreement pairs the iconic Grateful Dead brand with Agassi Sports Entertainment's growing footprint in pickleball and padel, expanding ASE's lifestyle merchandise offering
LAS VEGAS, NV / ACCESS Newswire / November 5, 2026 / Agassi Sports Licensing LLC, a wholly owned subsidiary of Agassi Sports Entertainment Corp. (OTCID:AASP) ("ASE" or the "Company"
, 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 that it has entered into a merchandise licensing agreement with Rhino Entertainment LLC, a Warner Music Group company, to develop and distribute a line of Grateful Dead branded pickleball and padel merchandise. After a 30 year touring career and over 2,300 live performances worldwide, the Grateful Dead remains one of the most enduring and commercially successful brands in music and entertainment. Its imagery, including the iconic dancing bears and "Stealie" logo, is recognized across generations and has been successfully extended into apparel, footwear, and lifestyle categories through partnerships with leading consumer brands. This agreement extends that legacy into pickleball and padel, categories experiencing rapid growth across a broad and diverse demographic, and reflects the continued strength and versatility of the Grateful Dead brand across new markets.
Under the agreement, the Company will design and market a collection of branded products, which may be co-branded with the Agassi logo and may include equipment, accessories, apparel, and hydration products, drawing on the Grateful Dead's iconic imagery and enduring cultural legacy. The Company has also entered into a manufacturing agreement to manufacture and distribute the licensed products. The parties intend for the collection to be sold through direct-to-consumer and select wholesale channels worldwide.
"Pickleball has become a true cultural crossover sport, and the Grateful Dead's imagery and community spirit align naturally with the energy we see on and off the court," said Ron Boreta, CEO and co-founder of Agassi Sports Entertainment. "This agreement gives us the opportunity to bring a beloved, multi-generational brand into the pickleball space in an authentic way, and to offer our community something distinctive as we continue building out our merchandise and lifestyle offering."
"I've always believed the best brands aren't manufactured, they're earned," added Andre Agassi, co-founder of Agassi Sports Entertainment. "The Dead earned theirs over decades. I believe the popularity of pickleball and padel is exploding because people want more than a sport, they want a scene, a community. Nobody understands building a community around something people love more than the Grateful Dead. We're proud to bring that legacy onto the court."
The Company anticipates that products under the collection will begin rolling out in mid-2027, with additional details on specific products, pricing, and availability to be announced closer to launch.
