Squash Media & Marketing (SMM), the commercial entity owned by the Professional Squash Association –PSA-, announced on Tuesday a five-year strategic agreement with agency Two Circles aimed at accelerating the global growth of squash audiences, marketing and media rights, at a pivotal moment marked by the sport’s Olympic debut at the Los Angeles 2028 Olympic Games.
The agreement positions Squash Media & Marketing as the operational hub of a new phase focused on developing digital platforms, strengthening its streaming service and expanding the international distribution of PSA Squash Tour media rights, with a strategy designed to consolidate the sport’s visibility and long-term sustainability worldwide.
Unlocking squash’s full potential
Squash was confirmed as an Olympic sport for Los Angeles 2028 in October 2023, a milestone that triggered a roadmap centred on professionalising its commercial and media structures. Since then, the PSA has intensified its initiatives to strengthen the sport’s international presence and align it with the demands of the Olympic ecosystem.
Within this framework, Two Circles will contribute its expertise in rights strategy, distribution, data and marketing. Tom McJennett, Managing Director for EMEA at the agency, said the objective is to “unlock squash’s full potential”, underlining that audience and revenue growth “is exactly what we will deliver in the build-up to the sport’s Olympic debut at LA28 and beyond”.
Building global audiences and media rights
The agreement includes targeted work on growing SMM’s digital platforms, including SquashTV, as well as expanding the global distribution of the PSA Squash Tour through new media rights sales. The strategy is underpinned by data-driven insights to identify priority markets and long-term, sustainable growth opportunities.
From an institutional perspective, PSA Chief Executive Officer Alex Gough explained that “with squash on the path to its Olympic debut at LA28, our focus is firmly on engaging and growing audiences across the globe”, integrating Two Circles’ expertise as a key element in accelerating global distribution and maintaining momentum in the lead-up to 2028.
Investment, strategic partners and international expansion
The partnership with Two Circles forms part of a broader process to consolidate squash’s commercial structure, reinforced by the entry of US investor Mark Walter into SMM and by the presence of Infront as a strategic partner since 2021 for the commercialisation of media, sponsorship and streaming rights.
In parallel, the PSA has progressed with the reorganisation of its tour, introducing a new structure from the 2024–25 season and securing broadcast agreements such as the extension of rights with Sport en France, the television channel of the French Olympic Committee, for the 2025–26 season, initiatives aligned with the objective of strengthening squash’s media foundations ahead of its Olympic debut in Los Angeles.
