The Professional Squash Association (PSA) has renewed its partnership with Dunlop for a further three years which will see Dunlop’s role as the Official Ball, Racket, String, Grip and Bag Partner of the PSA continue until the end of the 2022-2023 season.
Dunlop will continue to receive extensive on-site branding at all of the sport’s major tournaments as well as enhanced activation opportunities at some of squash’s premier events, including the PSA World Championship, CIB PSA World Tour Finals and Allam British Open.
The new agreement will also see the PSA and Dunlop work together closely to activate the partnership outside of tournaments too, with increased focus on the digital channels of both organisations and the planned launch of new co-branded products.
Tommy Berden, PSA Chief Commercial Officer, commented: “Dunlop is our longest standing partner and has been a true supporter of squash for many decades, so we are naturally delighted to continue our superb working relationship with them.”.
“The COVID-19 pandemic has thrown up unprecedented challenges for all of the sport’s stakeholders over the past eight months; renewing at this time demonstrates both Dunlop’s commitment to squash and the strength of our partnership.
“We will now work even closer with Dunlop than ever before, and I look forward to the continuation of this mutually beneficial partnership.”
Masahiro Asahino, Global Head of Dunlop Racket Sports Business said:
“We are delighted to extend our partnership with the PSA for a further three years as Official Ball, Racket, Strings, grips and Luggage. Dunlop has enjoyed a close and successful partnership with the PSA as the World’s No.1 Squash Ball and we will reach a 30 year agreement milestone during this new contract “
“We have some exciting initiatives planned with the PSA and are looking forward to launching new PSA endorsed products worldwide. At a time when the sport is going through a challenging period, this agreement reaffirms our commitment and will see us continue to invest in the game of Squash at all levels, help grow participation numbers and build upon on our market leading position”