- Genie Bouchard has signed with THE·TEAM for digital representation, led by agent Erin Convey.
- She continues to be represented by GSE Worldwide for brand partnerships; her prior agency relationship was with United Talent Agency (UTA).
- The deal plugs Bouchard into THE·TEAM's expanding digital and creator-focused roster.
- This follows her April 2026 brand ambassador deal with Park Place Technologies and her full pivot to professional pickleball after retiring from tennis in July 2025.
Genie Bouchard has signed with THE·TEAM for digital representation, with Erin Convey leading the relationship. The addition gives Bouchard dedicated digital support as she keeps building ventures across brands, television and content beyond competitive sport.
Bouchard remains represented by GSE Worldwide for brand partnerships. She was previously represented by United Talent Agency (UTA).
The Montreal-born Bouchard became the first Canadian, man or woman, to reach a Grand Slam singles final at Wimbledon in 2014, a run that also carried her to a career-high world No. 5 ranking and WTA Most Improved Player honors.
She retired from tennis in July 2025, closing out her career on home soil in Montreal. Since then, she’s built a full-time career on the PPA Tour, in Major League Pickleball, and in April 2026, she signed on as a brand ambassador for Park Place Technologies, an IT infrastructure firm, appearing at the Veolia Texas Open and ESPN’s Pickleball Slam 4.
The signing adds Bouchard to an agency that’s been expanding its roster across sports, music and digital talent all through 2026. On the touring side, THE·TEAM brought on Trinidadian soca group Kes for worldwide representation outside North America, and signed Belfast singer Ciarán, formerly known by his BROCKHAMPTON stage name Bearface, for global live representation.
The agency also placed early bets on developing acts like Atlanta rapper Pz’, showing an agency willing to build across both established names and rising talent.
Takeaways
This isn’t a full team overhaul; it’s an addition. Bouchard keeps her brand-partnership engine at GSE fully intact while layering on specialized digital support at THE·TEAM, right as her post-tennis identity around pickleball keeps growing.
It’s also a marker of how far her second act has come: a Grand Slam finalist-turned full-time pickleball pro now has a business large enough to require split, specialized representation rather than a single all-purpose agency.
Will the digital push lead to more brand deals in the mold of Park Place Technologies, or original content and media projects? Could this be a step toward broadcasting or hosting work for Bouchard, given her media-friendly profile? And how much of her business now runs through pickleball versus her tennis legacy?
