Squash was handed a significant commercial boost on Monday after Xbox was revealed as the title sponsor for the season-ending PSA World Tour Finals.
The sport has long harboured a sponsor for its flagship tour and although a PSA media release suggested that this was a one-year deal (no monetary value has been mentioned) squash chiefs will hope that this could be the catalyst for others to join next season.
This year’s finale will be held in Bellevue, USA between June 18-22 in the best-of-three format, with the finals best-of-five. The Xbox sponsorship is also signficant with the IOC making strides into e-sports.
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In recent seasons, there has been a tired feel to the tour finals given that the last five have been staged in Cairo. Indeed, as with the World Championships, Greg Gaultier was the last non-Egyptian to win, in 2016.
Previous final hosts had given some meaning to the event, with Dubai staging an elaborate season-ender at the Dubai Opera House (and promotion to match), while London has also hosted.
The Xbox PSA World Tour Finals will be held at the Boys and Girls Club Hidden Valley Field House in Bellevue and will feature the top eight male and female squash players. PSA said that the event would be broadcast “to millions of squash fans worldwide” although this is always a moot point.
“We are delighted that Xbox, a household name in the technology and video gaming industry, has decided to partner with one of the most prestigious events on the PSA World Tour,” said PSA Chief Commercial Officer Tommy Berden.
“The Xbox PSA World Tour Finals showcases the incredible skill, athleticism and captivating drama that professional squash has to offer and we’re thrilled to have Xbox on board for the season finale.”
Tickets for the Xbox PSA World Tour Finals can be purchased here.