Always Alpha, a women-focused sports talent agency co-founded by Cosette Chaput and Allyson Felix, has announced its first acquisition, purchasing tennis management firm Courtside Talent as it expands into the global tennis market. The deal also brings Grand Slam champion Sloane Stephens onto the agency’s roster.
The move marks a significant step in Always Alpha’s strategy to reshape athlete representation for women, with a focus on brand building, ownership, and long-term equity beyond on-field performance. Courtside Talent, founded by Casey Reede, specializes in tennis advisory and management, making it a natural entry point into one of the most commercially mature ecosystems in women’s sports.
Following the acquisition, Reede will join Always Alpha as Head of Strategy and Growth, overseeing revenue generation, partnerships, and expansion within tennis. The combined organization aims to create a more modern representation model aligned with how female athletes build multi-dimensional careers today.
The expansion comes amid accelerating global investment and visibility in women’s sports, with tennis continuing to serve as a leading example of commercial and cultural success. Always Alpha positions the acquisition as part of a broader effort to build a platform where female athletes can grow influence, ownership, and long-term career value.
KEY QUOTES:
“From day one, Always Alpha was built to challenge a system that was never designed for women, and to replace it with something better. Tennis has always been a blueprint for what’s possible when women’s sports are valued at a global, cultural, and commercial level. 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.”
Cosette Chaput, Co-Founder and CEO, Always Alpha
“Courtside was built on the belief that women’s sports don’t need fixing, the ecosystem around them does.”
Casey Reede, Founder, Courtside Talent; Head of Strategy and Growth, Always Alpha
