The Association of National Olympic Committees -ANOC- and the World Squash Federation -WSF- have signed a Memorandum of Understanding (MoU) to promote squash through the ANOC Digital Content Hub, a platform connecting international federations with National Olympic Committees -NOCs-. The agreement will allow the sport to reach a potential audience of more than 60 million sports fans through the distribution of digital content on official Olympic channels.
The partnership represents a major step in World Squash’s digital growth strategy, aimed at increasing the sport’s visibility ahead of its Olympic debut at Los Angeles 2028. It also reflects ANOC’s commitment to innovation and to supporting emerging sports within the Olympic Movement.
An agreement to connect with new audiences
Under the MoU, World Squash will share videos, photos and digital content with NOCs, which will be free to publish them across their own online platforms. Qualification events for Los Angeles 2028 will also be included in the official ANOC calendar, ensuring greater exposure across all continents. The collaboration additionally includes the possibility of live and recorded event broadcasts through ANOC.TV, further expanding the sport’s global reach.
“We are delighted to welcome World Squash to the ANOC Digital Content Hub,” said Gunilla Lindberg, ANOC Secretary General. “This partnership demonstrates the value of the Hub not only for NOCs but also for international federations looking to maximise their reach and engagement.” William Louis-Marie, CEO of World Squash, added: “This collaboration will allow us to showcase our athletes and strengthen squash’s position within the Olympic Movement.”
World Squash’s role in the new digital ecosystem
With more than 20 million players in 185 countries, squash has consolidated itself as a growing global sport. Its official channel, SquashTV, has over 230,000 subscribers and nearly 300 million views on YouTube, while the new FAST channel available on Amazon Freevee offers 24-hour free content, broadening the sport’s accessibility. These initiatives reinforce WSF’s digital strategy to boost the sport’s visibility ahead of its Olympic debut in Los Angeles 2028.
The agreement with ANOC will give World Squash access to the NOCs’ communication network and distribution infrastructure, helping promote its athletes and competitions in new markets. The federation considers this step crucial to consolidating its presence within the Olympic ecosystem and engaging new audiences in regions where squash is still developing.
ANOC’s broader digital collaboration with international federations
This model has already been adopted by other federations, such as the World Baseball Softball Confederation -WBSC- and the Islamic Solidarity Sports Association -ISSA-, which collaborates with ANOC on the digital promotion of the Islamic Solidarity Games Riyadh 2025. Several emerging federations have also joined the ANOC Digital Content Hub to expand their visibility through multimedia distribution and ANOC.TV broadcasting. These partnerships share the same purpose: building a common digital ecosystem that encourages cooperation, promotes Olympic values and strengthens international sports communities.
The MoU between ANOC and World Squash underlines a shared commitment to digital innovation and the promotion of Olympic ideals, establishing a model of collaboration that combines technology, communication and institutional growth. With this agreement, squash takes another decisive step on its road to Los Angeles 2028, expanding its image and reach to millions of new fans worldwide.
