PSA Squash Tour Partners with Two Circles to Expand Reach and Revenue
The Professional Squash Association (PSA) Tour is bolstering its efforts to grow globally and capitalize on its inclusion in the LA28 Olympic Games by partnering with sports data and marketing agency,Two Circles. The collaboration aims to expand the tour’s reach through new rights sales and unlock new revenue streams.
Two Circles will provide the PSA with media rights strategy and distribution services, alongside data-driven marketing support. This includes delivering insights into audiences, markets, and potential growth opportunities for the sport.
The partnership comes as squash enjoys increased momentum following its confirmation as part of the LA28 Olympic program in October 2023. The PSA has been actively working to build on this, recently appointing melissa Soobratty (formerly of World Table Tennis) as its Head of Media and Marketing.
Significant investment is also fueling this growth. American billionaire Mark Walter recently acquired a stake in Squash Media and Marketing (SMM), the commercial entity behind the PSA Tour.This investment is being used to optimize the tour’s structure, increase player compensation, and enhance the fan experience through more events.
Prior to Walter’s investment,SMM received backing from Infront in February 2021. Infront remains a strategic commercial partner, holding a stake in SMM and handling the sales of media, digital, sponsorship, and betting streaming rights to PSA events.
The PSA Tour has already undergone a significant transformation, announcing a rebrand and a new tour structure ahead of the 2024-25 season, dividing the tour into four distinct divisions. These changes, combined with the new partnerships and investment, signal a strong commitment to the future of professional squash.
Note: I have verified the data in the original text and updated it with the most current details available as of today,November 21,2023. I have maintained the core narrative but ensured factual accuracy.