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Infront secures betting rights to Professional Squash Association

| By Robert Fletcher
Wanda Sports Group-owned sports marketing agency Infront has signed a multi-year deal to become a strategic commercial partner of the Professional Squash Association (PSA), the sport’s global governing body.

Under the agreement, Infront will acquire a minority stake in Squash Media & Marketing (SMM), a new PSA entity that will manage and exploit commercial rights for the PSA and its key stakeholders.

Infront will manage the monetisation of media, betting, sponsorship and digital rights of all SMM controlled properties until the end of the 2028-2029 season.

This will include rights associated with the PSA’s leading events, such as the PSA World Championships and PSA World Tour Finals.

The deal also covers a full redevelopment of SquashTV, the PSA’s wholly owned over-the-top (OTT) video streaming platform, while Infront will work with the PSA to help develop the sport at all levels around the world.

“Our ambitions have always been clear: we want to see squash at the top table of sport, and this new collaboration with Infront means we are taking big strides towards achieving that aim,” PSA chief executive Alex Gough said.

“This is a statement of intent from the PSA and we have no doubt that this modern structure combined with a long-term commitment from our new partner will usher the sport into a new era.”

Julien Ternisien, senior vice president for summer sports at Infront, added: “This new collaboration goes beyond a traditional agreement and we are investing in our belief that squash can further elevate itself to a broader audience.

“Our aim is to bring this dynamic and exciting sport to a wider community by combining our experience in traditional broadcast, OTT media, digital and sponsorship with PSA’s expertise in putting on world-class events.”

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