Always Alpha Acquires Tennis Management Firm Courtside Talent

April 8, 2026

On Wednesday, Always Alpha, a women-founded and led sports talent agency, announced that it had acquired Courtside Talent, a tennis-focused, woman-owned management and advisory firm.

This is Always Alpha’s first acquisition. As part of the deal, Casey Reede, the founder of Courtside, will become Always Alpha’s head of strategy and growth, overseeing revenue generation, strategic partnerships, and the continued expansion of the firm’s tennis presence.

With the deal, Always Alpha inherits a roster of women’s tennis players, including 2017 US Open champion Sloane Stephens.

“Tennis has always been a blueprint for what’s possible when women’s sports are valued at a global, cultural, and commercial level,” Cosette Chaput, co-founder and CEO of Always Alpha, said in a statement. “Bringing Courtside into Always Alpha, alongside a generational talent like Sloane, allows us to accelerate that vision. This is about building enduring, multi-dimensional careers—and expanding what women in sport can own, influence, and lead.” Ad Week