Two Circles Appointed to Accelerate Global Audience and Commercial Growth for Squash Media & Marketing

• Squash Media & Marketing (SMM) – a commercial entity owned and operated by the Professional Squash Association (PSA) – and Two Circles have entered a five-year partnership to support squash’s global growth ambitions in the build-up to the sport’s Olympic debut in LA 2028 and beyond.
• Two Circles will support SMM in growing its digital platforms and audiences, including their streaming platform.
• Two Circles will also support SMM in expanding the global media rights distribution of the PSA Squash Tour.

SMM has signed a five-year agreement with Two Circles as the organisation enters a pivotal phase of growth, with ambitions to elevate the sport’s global footprint in the build-up to squash’s debut at the Olympic Games Los Angeles 2028 (LA28).

Two Circles will deliver media rights strategy and distribution services, alongside providing data and marketing support, supporting the organisation’s ambition to grow audiences and unlock new revenue streams.

Two Circles will support SMM to establish a deep understanding of its audiences, markets and growth opportunities, laying the foundations for a partnership focused on sustainable, long-term impact.

Tom McJennett, Managing Director, EMEA, Two Circles, “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, “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.”

For further information contact:

Eliza MacQuillan

Communications Manager

eliza.macquillan@twocircles.com