Two Circles Partners with PSA to Expand Squash Audiences for LA28

January 28, 2026 Alex Carter - Sports Editor Sport

Here’s a breakdown of the key details from the provided text:

Main News:

* the Professional Squash Association (PSA), through its commercial arm Squash media and Marketing (SMM), has partnered with sports marketing agency Two Circles for five years.

Purpose of the Partnership:

* to raise the profile of squash, especially leading up to its debut at the Los Angeles 2028 Olympic Games.
* To grow SMM’s digital platform and audiences,including SquashTV.
* To expand the reach of the PSA Squash Tour through new rights sales.
* To attract new audiences and unlock new revenue streams.

What Two Circles Will Do:

* Provide media rights strategy and distribution services.
* Offer data and marketing support.
* Provide insights into audiences, markets, and growth opportunities.

Quote:

* Alex Gough, CEO of PSA, stated the partnership will help expand global distribution, accelerate squashtv subscriber growth, and build momentum for the sport through 2028 and beyond.

Background:

* Squash was officially added to the LA28 Olympic program in October 2023.