Squash on the Rise: How Olympic Inclusion and Strategic Broadcast Deals are Reshaping a Global Sport
The numbers tell a compelling story: a 30% surge in global squash participation over the last five years, fueled by increased accessibility and a growing appetite for fast-paced, dynamic sports. This momentum is now poised for a significant leap forward, thanks to strategic media partnerships like the renewed agreement between the Professional Squash Association (PSA) and Sport en France, the television channel of the French Olympic Committee. This isn’t just about broadcasting matches; it’s a calculated move to capitalize on squash’s inclusion in the Los Angeles 2028 Olympics and build a lasting legacy for the sport.
Beyond the Court: A Multi-Platform Strategy
The extended deal, encompassing coverage of 10 major PSA Squash Tour events during the 2025-26 season, builds on a successful initial partnership launched in January 2025. Sport en France will showcase the semi-finals and finals of the CIB Egyptian Open, starting September 18th and 19th, alongside dedicated coverage of French players. But the strategy extends far beyond live event broadcasts. The return of the magazine ‘Squash, le mag’ and consistent monthly content updates on Sport En France’s social media platforms demonstrate a commitment to sustained engagement and audience development. This multi-platform approach is crucial for reaching both dedicated fans and a broader, potentially new, audience.
The Olympic Effect: A Catalyst for Growth
Squash’s inclusion in the LA28 Olympic program, confirmed in October 2023 alongside sports like flag football and lacrosse, is arguably the most significant development in the sport’s history. This provides a clear focal point for investment, marketing, and fan engagement. The partnership with Sport en France, alongside the French Squash Federation, is a prime example of how national governing bodies are leveraging this opportunity. The goal isn’t simply to showcase the sport *during* the Olympics, but to build a robust fanbase and infrastructure *leading up to* and *beyond* the games. This proactive approach is vital for ensuring squash maintains its momentum post-LA28.
Leveraging Data for Targeted Fan Engagement
The PSA, under the leadership of figures like Melissa Soobratty, Head of Media and Marketing, is increasingly focused on data-driven insights to understand and engage its audience. Expect to see more personalized content, targeted advertising, and sophisticated fan engagement strategies. This includes analyzing viewing habits, social media interactions, and player performance data to deliver a more compelling and relevant experience for fans. The ability to track and measure the impact of initiatives like the Sport en France partnership will be key to optimizing future strategies.
The Rise of Squash Streaming and Digital Innovation
While traditional broadcast deals remain important, the future of squash viewership likely lies in streaming and digital innovation. The PSA is already exploring opportunities to enhance its digital offerings, including live streaming platforms, virtual reality experiences, and interactive content. This is particularly important for reaching younger audiences who are increasingly consuming sports content on demand. Expect to see more partnerships with digital media companies and the development of innovative new ways to experience squash. The LA28 Olympics themselves are heavily focused on digital engagement, which will further accelerate this trend.
The French Connection: A Model for Other Nations
The success of the Sport en France partnership could serve as a blueprint for other nations looking to promote squash ahead of the Olympics. France’s proactive approach, combining broadcast coverage, magazine content, and social media engagement, demonstrates a holistic strategy for building awareness and generating excitement. Other countries may look to replicate this model, tailoring it to their own specific media landscapes and cultural contexts. The French Squash Federation’s involvement is also crucial, highlighting the importance of collaboration between governing bodies and media partners.
Romain Schindler of Sport En France succinctly captures the sentiment: “Squash deserves to be seen and shared.” This renewed partnership is a significant step towards achieving that goal, not just for France, but for the global squash community. The next few years will be pivotal as the sport prepares for its Olympic debut, and strategic media partnerships will be instrumental in shaping its future. What innovative fan experiences do you envision for squash as it gains Olympic prominence? Share your thoughts in the comments below!