Two Circles signs five-year squash growth agreement

Squash Media & Marketing signed a five-year agreement with Two Circles to support the sport’s international audience and commercial growth. The partnership was announced as squash prepared for its Olympic debut at Los Angeles 2028 and sought greater global visibility.

Two Circles would provide media-rights strategy and distribution services alongside data and marketing support. The work was intended to improve understanding of audiences, markets and growth opportunities and to create a basis for sustainable new income across the sport’s commercial activities.

PSA chief executive Alex Gough identified expanding distribution and increasing SQUASHTV subscriptions as specific ambitions. Two Circles described the partnership as an opportunity to build audiences and revenues both before the Olympic debut and beyond it, with the agreement establishing a multiyear programme of support.