Monday, July 15, 2024

New marketing chief Darren Bernstein unveiled at ESR

Darren Bernstein holds court in Manchester in his new role at ESR
Darren Bernstein holds court in Manchester in his new role at ESR

Former FA man Darren Bernstein aims to make squash more switched-on commercially

By Alan Thatcher, Squash Mad Editor

Darren Bernstein has moved from the Football Association to join England Squash and Racketball as Director of Marketing & Communications.

Darren has worked in the sports industry since 2000 and has experience across governing bodies, professional clubs and sponsors.

For the past five and a half years, Darren has worked as The Football Association’s Business Support Manager, working with County FAs to drive forward their ability to market and communicate with key stakeholders.

He holds an MA in International Management, Law and Humanities in Sport, and brings this wealth of marketing and communications experience to ESR.

Darren commented: “It’s an exciting time to be joining the organisation. We are coming out of a period of change and entering in to one where we try to grow the sport back to former glories.

“To do this we need to overcome a number of challenges. Chief among these is the need to improve communications to convert the estimated 500,000 latent squash players in to active ones and to build stronger ties to those who already play the game.

“There is also a need to be more switched-on commercially. We need to do a better job of selling the sport to attract new sponsors and use this to invest in the development of the game.”

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