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Professional Squash Association appoints agency to drive sponsorship deals

The Professional Squash Association has named New York-based sports and entertainment marketing firm Leverage Agency as its exclusive global marketing agency.

The move is designed to increase squash’s global profile and maximise revenue potential.

Leverage will develop and procure sponsorship opportunities for the PSA as part of the agreement. The PSA said the partnership presents the opportunity of a title sponsorship agreement for the first time in the organisation’s history.

Leverage will also broker deals for naming rights, event sponsorship, branding rights, ambassador programmes and other customised activations.

“Squash offers real health benefits and is played by millions of affluent, well-educated and loyal individuals across the globe, making the sport appealing to commercial partners,” Tommy Berden, the PSA’s chief commercial officer, said.

“We look forward to working together with Leverage Agency to expand our sponsorship portfolio and take advantage of previously untapped sponsorship streams with a view to grow the Tour and increase the sport’s profile.”

The PSA is the global governing body responsible for the administration of both men’s and women’s professional squash.