Squash · International
Zeal signs multiyear loyalty partnership with PSA tour
The partners plan a global programme connecting club players and supporters with professional squash.
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Squash Media & Marketing signed a multiyear agreement naming Zeal the PSA Squash Tour’s official loyalty partner. The PSA-owned commercial entity and the fintech company planned to develop a worldwide rewards programme for squash players, fans, club members and other participants in the sport.
The programme would use Zeal technology and payment terminals across the squash community. PSA chief commercial officer Tommy Berden said the aim was to strengthen the connection between grassroots players and the professional tour while creating benefits for clubs around the world.
Zeal co-founder Omar Ebeid described using the programme to connect people playing at local clubs with those following elite competition. The partners expected to work on the worldwide rollout over the following months, with perks and rewards forming part of the proposed membership and supporter experience.
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