Squash Media and Marketing (SMM), the commercial arm of the Professional Squash Association (PSA), has announced a five-year partnership with UK-based sports marketing agency Two Circles as it looks to raise the profile of the sport in the build-up to its debut at the Los Angeles 2028 Olympic Games.
Under the partnership, Two Circles will aim to 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 will also provide PSA with insights into its audiences, markets, and growth opportunities.
Alex Gough, chief executive officer, PSA, added: “With squash on the path to its Olympic debut at LA28, our focus is firmly on engaging and growing audiences across the globe.
“Two Circles’ expertise in media rights, data, and digital growth will help us expand global distribution, accelerate SquashTV subscriber growth, and build lasting momentum for the sport through 2028 and beyond.”
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.
In September, the PSA extended its rights deal with Sport en France, the television channel of the French Olympic Committee, which is covering 10 major events from the PSA Squash Tour during the current 2025-26 season.
At the time, the PSA said the tie-up is part of a wider overall initiative from Sport En France, alongside the French Squash Federation, to promote the sport ahead of its Olympic debut at the Los Angeles games in 2028.
