THE PROFESSIONAL Squash Association (PSA) has announced a sponsorship deal with sports apparel brand adidas for the PSA World Tour.
Based on Frontloaded's previous discussions with the PSA, the two-year agreement is valued at up to $250,000 per year.
As part of the deal, adidas becomes the official sportswear partner of the Tour and will provide clothing to all PSA staff and officials at each of the World Series events – the top tier events on the Tour.
The German marque is the first brand to sign up to a new commercial programme rolled out by the PSA for the 2012 campaign, which includes plans to recruit further multi-national partner brands across a number of industry categories including: financial services, IT, logistics, time-piece, airline, hotel and beverage.
The PSA will be looking for six-figure deals with each of its new partners in order to continue the impressive development of the sport over the past 18 months, which has seen an improved prize fund for the Tour’s flagship tournaments.