The Professional Squash Association (PSA) governing body has increased its global presence after securing a new rights deal with Foxtel, the Australian pay-TV operator owned by sports streamer DAZN.
Through an agreement unveiled today, Foxtel’s streaming service Kayo Sports will air a selection of PSA Squash Tour events live for the remainder of the 2025-26 season, starting with the finals of the Sprott Tournament of Champions, which will also be broadcast on the Fox Sport 505 linear channel from today.
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Foxtel’s coverage will include the semi-finals and finals from six further events between February and June 2026, including the Squash Australian Open from March 10 to 15.
PSA chief executive Alex Gough said: “This agreement with Fox Sports Australia is another important step in expanding the global reach of the PSA Squash Tour and bringing our sport to new audiences ahead of the Olympic Games Los Angeles 2028.
“Australia has a strong squash heritage and a passionate fanbase, and broadcasting these prestigious events live on Kayo Sports will give fans a front row seat to all the action. We’re excited to see the continued growth of squash coverage in a key market for the sport as we move through the 2025-26 season.”
The tie-up is part of a wider initiative by the PSA to promote the sport globally ahead of its Olympic debut at the Los Angeles games in 2028.
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By GlobalDataIn September, the governing body extended its rights deal with Sport en France, the television channel of the French Olympic Committee, to cover 10 major events from the PSA Squash Tour during the current 2025-26 season.
The new deal is also the first to be secured by UK-based sports marketing agency Two Circles, which was hired by Squash Media and Marketing (SMM), the commercial arm of the PSA, earlier this month, to help raise the profile of the sport ahead of LA28.
The five-year partnership will see Two Circles grow SMM’s digital platform and audiences, including its streaming platform SquashTV, while also helping the body to expand the reach of its top-tier PSA Squash Tour through new rights sales.
Specifically, Two Circles will provide media rights strategy and distribution services, while providing data and marketing support as part of the PSA’s quest to attract new audiences and unlock new revenue streams.
The agency is also providing PSA with insights into its audiences, markets, and growth opportunities.
Squash was confirmed as part of the LA28 program in October 2023, alongside baseball/softball, flag football, lacrosse, and short-form Twenty20 cricket.
Since then, the governing body has been working towards growing the sport globally, starting with hiring Melissa Soobratty, formerly of World Table Tennis, as its new head of media and marketing.
SMM gained major backing when American billionaire Mark Walter acquired a stake in the entity, with his investment used to optimize the structure of the PSA Tour and will allow SMM to deliver more events with a view to increasing player compensation and improving the fan experience.”
Previously, SMM received an investment from Infront in February 2021, which positioned the sports marketing agency as a strategic commercial partner of the entity.
Infront holds a stake in SMM and sells media, digital, sponsorship, and betting streaming rights to PSA events.
The PSA Tour subsequently announced a rebrand and new tour structure ahead of the 2024-25 season, which saw the tour split into four divisions.
