The Professional Squash Association (PSA), the organizer of the sport’s top-tier competitions, has tapped the corporate consultancy Cavendish to support its 2027 Squash World Championships.
A multi-service agency, Cavendish launched its sports arm back in June 2026, and now PSA has retained the practice to support its continued growth aims for the sport.
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The 2027 PSA Squash World Championships will take place in London, UK (where Cavendish is based), and Cavendish, the PSA says, will aid the body in maximizing the impact of that event ahead of a marquee 2028 for squash, where the sport will debut at the Los Angeles 2028 Olympic Games (LA28).
LA28, the PSA explains, is a key opportunity to grow the sport on the biggest stage, and in the lead-up, the PSA World Championships, its biggest annual event, has been positioned as a commercial launchpad into the games.
Indeed, PSA chief executive Alex Gough commented: “The PSA World Championships and squash’s imminent Olympic debut represent a major opportunity for professional squash. Our ambition is not only to deliver a world-class competition, but to use that moment to strengthen the platform for the sport’s future.
“Cavendish will help us think differently about how we maximise that opportunity beyond the court, and we’re looking forward to working with Matt and the team as we build towards London and the Olympic Games.”
Speaking on the deal, Cavendish director for sport, governance, and reputation Matt Sutton added: “London 2027 is a global stage, but its real significance is what it can unlock beyond the tournament. With the Olympics on the horizon, the next few years represent an incredibly important opportunity for professional squash.
“We’re looking forward to helping the PSA and its partners use that moment strategically – building lasting relationships, opening new opportunities and creating long-term value for the sport as it moves from London towards LA28.”
The PSA World Championships will be taking place in London for the first time since the inaugural edition in 1976, being staged in the city from March 27 through April 4.
Back in June, at the launch of Cavendish’s sports practice, Sutton explained the move into the sports industry from the agency, stating: “Sport now sits in a far more visible and contested environment than it did even a few years ago. Organisations are dealing with reputational risk, political attention, stakeholder activism, governance pressure and growing expectations around legitimacy and trust.
“Cavendish’s new practice has been built to reflect that reality. It brings together strategic advisory, communications and stakeholder engagement to help organisations operating across sport make better decisions, build confidence and protect long-term value.”
Prior to joining Cavendish to lead the sports arm back in May, Sutton had been director at communications firm Atticus Partners.
