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.”

Founded by Chaput, Olympian and ADWEEK Brand Genius Allyson Felix, and her brother Wes Felix, Always Alpha was built specifically with a focus on women’s sports. Always Alpha represents female athletes, broadcasters, coaches, and more, and its mission is to redefine how female athletes build careers and brands, according to the company.

According to a new report from Deloitte, women’s global sports revenues are predicted to exceed $3 billion in 2026. However, that may just be the beginning as the category continues to grow in engagement and viewership.

Speaking at ADWEEK’s Brandweek last year, Allyson Felix noted that women’s sports still have massive growth potential, but that also requires persistence and investment.

“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,” Allyson Felix said about the opportunity in women’s sports. “This is not something that is going to happen overnight.”

CTV is crowded—want to learn how brand fundamentals cut through the noise? Enroll in The ADWEEK MiniMBA in Marketing and build a strategy designed to last. Sign up here.