The ATCO Super Series Finals at The Queen’s Club is setting new standards for squash in a number of ways.
The presentation of the event has given a freshness to the sport which raises the bar for all other tournament promoters around the world.
The players have dazzled with their artistry and athleticism in equal measure, while the younger crowds have seen at first hand just why squash feels so passionately about its merits as a potential Olympic sport.
Given all of these attributes, is it not now time for some of Britain’s bigger companies to consider becoming the major sponsor that squash so much deserves?
Last week, British Gas firmly nailed its colours to the mast of British Swimming for the coming years. Like squash, swimming is a previously underrated sport but boasting a high participation rate among the public. Every month, 500,000 people are playing the sport regularly in this country.
Any sponsor getting involved in squash would be able to influence the sport from the grassroots upwards in a way not possible with many traditionally higher profile sports overwhelmed by sponsorship deals.
By supporting not just the development of squash at the elite level but also among our schools, universities and local communities, there is genuine CSR value for the right company.
Any marketing or sponsorship director reading this blog would find an open door awaiting them at the Professional Squash Association.