The Business of Belonging: TGG’s Vision for Investing in the Power of Play

When we first began exploring sport as an investable theme, our intent was never to chase headline valuations or celebrity franchises. Sport, at its core, is participation — an expression of community and culture. It’s where people connect, compete, and rebuild trust in something physical and shared. That makes it more than entertainment; it’s infrastructure for belonging. 

Earlier this month, LIT Sports Global, the investment arm of TGG Holdings, advanced that philosophy with a series of strategic moves that deepen its presence in Asia’s emerging sports markets. LIT signed three Hong Kong players to professional contracts and acquired the TLP Pickleball Club of Hong Kong, with plans to develop it into the city’s first professional pickleball team. 

At first glance, pickleball might appear an unconventional choice — but that’s precisely the opportunity. It’s a sport defined not by exclusivity but by accessibility: minimal barriers to entry, rapid skill uptake, and an appeal that cuts across age and background. It’s sport for everyone, not just the elite. 

As South China Morning Post reported on 18 October 2025, former tennis champion Andre Agassi noted that tennis carries a high barrier to entry, while pickleball invites mass participation. “It’s meant for everyone,” Agassi said, highlighting that the sport’s inclusive design encourages quick learning and community engagement. His remarks underline a fundamental shift in how investors and athletes alike perceive growth — not through exclusivity, but through accessibility. 

That ethos also guides TGG’s own approach. Andre Lajeunesse — TGG’s own Andre — once a competitive polo player and now one of the firm’s most forward‑looking sports investors, puts it plainly: “At TGG, everything we do is guided by one idea — The Greatest Good. Whether it’s investing in a racquet sport, an emerging league, or a community facility, the question we ask is simple: Does it make access broader? Does it build participation? Does it move more people into the game?” 

The Greatest Good isn’t a slogan; it’s a capital philosophy. In the world of sports, it translates into scalable participation ecosystems: clubs, academies, digital communities, and local infrastructure designed to encourage play, not just spectatorship. 

As a former polo player, Lajeunesse understands how exclusivity can limit growth. “Polo was a world of access — but limited access,” he says. “What excites me about this new wave is that sports like pickleball invert that model. They start with the crowd, not the gate.”

Viewed through this lens, TGG’s investment is less a bet on a passing trend and more a belief in a cultural and economic movement — one that compounds social capital alongside financial returns. By backing platforms that democratize play, TGG positions itself where inclusion and engagement converge — two metrics that increasingly define sustainable value. 

From its Hong Kong initiatives to its expanding global partnerships, TGG isn’t simply funding sport; it’s building ecosystems — connecting talent, infrastructure, and innovation. 

As Lajeunesse puts it, “The Greatest Good is about scale with soul — finding investments that grow because they give more people a place to belong.” 

At Solomon Grey Capital, we see in TGG’s strategy a blueprint for the future of participatory investment — where value lies not only in performance metrics but in engagement, purpose, and community. 

Because ultimately, the most enduring asset class isn’t a sport, a stock, or a structure — it’s belonging.