The Professional Squash Association (PSA) and World Squash Federation (WSF) have appointed Weber Shandwick, one of the world’s leading global communications and engagement firms, as communications campaign partner to provide strategic counsel and global public relations to support the bid for squash to be included in the Paris 2024 Olympic Games Programme, PSA has stated in a press release.
Commenting on the appointment, WSF President, Jacques Fontaine said: “Becoming a Summer Olympic medal sport has been a long-time dream and goal for the sport of squash. “We are engaging in our fourth bid to be included in the Games’ programme, with more passion and a clearer vision than ever before. Given Weber Shandwick’s vast Olympic experience and its innovative, forward-looking approach, the agency is the preferred partner to help us make the case for our sport.”
The campaign follows the signing, on September 11th, of a Memorandum of Understanding between the WSF and PSA. The MoU allows for the two bodies to work in unison towards achieving a joint vision for the future of squash on a global scale.
PSA Chief Executive Alex Gough said: “The Olympic ambition is a cornerstone of the unified structure that we created with WSF in order to expand squash’s international profile as a sport and grow it at both professional and grassroots levels. Weber Shandwick’s appointment will greatly support us in achieving our joint goal and communicating our cohesive vision.”
Weber Shandwick has over 20 years of experience in supporting campaigns related to the Olympic Games, producing award-winning work for successful Olympic bids and Organising Committees, including most recently Los Angeles 2028, Beijing 2022, Tokyo 2020 and Sochi 2014. The firm has also supported federations and clubs, as well as sponsors and host destinations. The agency brings a strong understanding of the environment in the new era of Olympic Agenda 2020, which outlines a strategic roadmap for the future of the Olympic Movement.
Svetlana Picou, Chair, Global Olympic and Sport Affairs, Weber Shandwick, commented: “The sport of squash has undergone a significant transformation in recent years, becoming truly innovative, inclusive and urban, while preserving its qualities as a well-established sport. Squash is a perfect blend of unique sports heritage and excitement of the new. We look forward to helping WSF and PSA demonstrate why squash will be an excellent and complementary addition to the programme, and how it embodies Olympic Agenda 2020.”