The Board of the Professional Squash Association (PSA), through its newly-appointed chairman Ziad Al-Turki, has engaged the services of international marketing and communications agency KHP Consulting to help further build the universal appeal of the PSA World Tour.
KHP has supported the development of Formula One™ from a purist motor-sport activity to the lifestyle sport it is today. This partnership with the PSA will see the agency draw on 25 years’ experience working in sport, to open new markets and establish the sport of Squash on the global stage.
And the beauty of Squash’s growing popularity? Its mobility; how many other sports can say they have been played at the Pyramids of Giza or New York’s Grand Central Terminal? Sell-out tournaments are played throughout the year across five continents, from Manchester to Melbourne, Cairo to Quebec, and with Squash up for consideration for the 2016 Summer Olympic Games, no one can deny the sport is on the rise. Al-Turki indicated that the Board intends to capture the imagination of young people everywhere and bring through a new, enthused generation of Squash players and fans while continuing to build its growing corporate profile and take the sport to new iconic venues around the world.
Saudi Arabia businessman Al-Turki has been instrumental in bringing KHP on board and is confident that the new partnership will be hugely beneficial to the future of the sport, “I have been working for some time on ways to raise the profile of squash,” said Al-Turki. “It is very exciting to join forces with KHP, and although there is a lot of work ahead I am sure that with the wealth of experience KHP brings to the PSA, we can reach our goals.”
Commenting on the announcement, KHP Consulting’s CEO Scott Garrett said, “KHP has a long history within sport and understands what it takes to build a growing sport into a global commercial success. We are always looking to work with new and exciting championships, and with that in mind the passion and ambitions of the PSA World Tour to take Squash to the next level fit perfectly with our company objectives.
“Squash is rapidly growing in popularity so it is a really exciting time for the sport and KHP is looking forward to working closely with the PSA to help promote the professional squash tour.”