Always Alpha Acquires Courtside Talent to Boost Women's Sports Representation

Always Alpha, a women-founded and led sports talent agency, announced on Wednesday its first acquisition by purchasing Courtside Talent, a tennis-focused, woman-owned management and advisory firm. This move is aimed at enhancing its representation and support for female athletes in the sports industry.

The acquisition marks a strategic expansion for Always Alpha, which was co-founded by Cosette Chaput, Olympian Allyson Felix, and Wes Felix. With this deal, Always Alpha inherits a roster of women’s tennis players, including notable 2017 US Open champion Sloane Stephens. Casey Reede, the founder of Courtside, will transition to Always Alpha as the head of strategy and growth, where she will oversee revenue generation, strategic partnerships, and the firm’s tennis presence expansion.

Cosette Chaput, co-founder and CEO of Always Alpha, stated, “Tennis has always been a blueprint for what’s possible when women’s sports are valued at a global, cultural, and commercial level.” She emphasised the importance of integrating Courtside into Always Alpha, positing that it enables the company to accelerate its vision for women in sports. Chaput's intent is to build lasting, multidimensional careers for female athletes and to expand their ownership and influence in the industry.

The agency’s commitment to women’s sports reflects a growing trend in the market, with a Deloitte report predicting that women's global sports revenues will surpass $3 billion by 2026. Both Allyson and Wes Felix highlighted the significant growth potential within women's sports, citing the ongoing need for persistence and investment to realise this potential. Allyson Felix noted, “We are just at the very tip of the iceberg of where we can go and where the potential is, but we have to make a long-term investment.”

The acquisition of Courtside Talent is viewed as a pivotal step towards redefining how female athletes build careers and personal brands in a traditionally male-dominated industry, reinforcing Always Alpha's mission to advocate for women’s representation in sports.