The Professional Squash Association (PSA), the organizer of top competitions in the sport, has today announced a partnership with South Africa-based digital media consultancy PT SportSuite.

The multi-year, multi-platform deal will see PSA integrate PT SportSuite’s digital ecosystem which the governing body said will “transform” its media landscape.

The partnership, jointly brokered by PSA’s strategic commercial partner Infront, will create a new ecosystem of digital properties across video OTT, cloud media asset management, digital media workflow, web, mobile app, and player and fan engagement within professional squash.

The squash body, which organizes the flagship PSA World Tour, PSA Challenger Tour, and WSF and PSA Satellite Tour, will invite all stakeholders to “share in and benefit from a multi-tenant cloud ecosystem to create sustainable engagement between tournaments, national federations, media partners, players, and fans while driving greater value and commercial opportunities for sponsors and partners.”

Through the tie-up, the PSA will relaunch its two main online properties – the website and SquashTV streaming service.

Both platforms will be revamped with UI enhancements, advanced statistics, player profiles, tournament details, and fan engagement opportunities across online and dedicated mobile apps.

The PSA outlined that the partnership “brings the organization one step closer to fulfilling a long-term strategic objective to grow the popularity, audience and revenue generation of squash globally – by establishing an engaged global digital community.”

Alex Gough, PSA chief executive, said: “SquashTV has been an integral part of bringing the PSA World Tour to our fans from around the world for over ten years.

“Redeveloping the platform while creating dedicated mobile apps for SquashTV and the World Tour will allow us to better understand our audiences, delight our fans with engaging experiences and add more value to our partners and the players on the World Tour.”

Rich Cheary, PT SportSuite chief executive, added: “Global sport has been through the digital ringer recently, highlighting much-required areas of development and acceleration across its technology landscape and accompanying media workflow processes.

“The PSA team shares our vision and desire to implement the necessary products and services that will allow them to schedule, commission, centralize and make readily available the majority of media being streamed, produced, captured, shared, and monetized across the squash world. We look forward to working with the PSA and partners, to assist them in achieving their digital strategy.”

The PSA launched its Squash Media and Marketing arm last year in partnership with the Wanda-owned Infront agency, which acquired a minority stake as part of an eight-year commercial agreement.

Infront is responsible for the monetization of media, betting, sponsorship, and digital rights of all SMM-controlled properties until the end of the 2028-29 season.

Julien Ternisien, Infront’s vice-president of summer sports, said: “Our partnership with the PSA is less than a year old, so it is hugely encouraging to see the strategy becoming a reality.

“This agreement with PT SportSuite shows our joint efforts are already materializing and we look forward to using the platform to bring the best content to squash fans around the world.”

Last year, PT SportSuite collaborated with several sports organizations including the British and Irish Lions rugby union team and North America’s Major League Rugby.