Two Circles strikes five-year squash partnership ahead of LA28

Squash Media & Marketing (SMM) has announced a five-year partnership with Two Circles to support squash’s global growth ambitions in the build-up to the sport’s Olympic debut in LA 2028.

SMM is a commercial entity owned and operated by the Professional Squash Association (PSA).

Two Circles will support SMM in growing its digital platforms and audiences, including its streaming platform SquashTV. Two Circles will also support SMM in expanding the global media rights distribution of the PSA Squash Tour.

Two Circles will deliver media rights strategy and distribution services, alongside providing data and marketing support, supporting the PSA’s ambition to grow audiences and unlock new revenue streams. Two Circles will also support SMM to establish a deep understanding of its audiences, markets and growth opportunities.

Tom McJennett, managing director, EMEA, Two Circles, said: “Squash is a sport on the rise, and we are proud to have been selected by SMM to help unlock its full potential over the coming years. Growing audiences and revenues is what we do best, and that is exactly what we will deliver in the build-up to the sport’s Olympic debut at LA28 and beyond.”

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.”