PSA and Dunlop announce partnership renewal
By SEAN REUTHE – Squash Mad Correspondent
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, with increased focus on the digital channels of both organisations and the planned launch of new co-branded products.
PSA Chief Commercial Officer, Tommy Berden, 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.”
Global Head of Dunlop Racket Sports Business, Masahiro Asahino, said: “We are delighted to extend our partnership with the PSA for a further three years as Official Ball, Racket, String, Grips and Bag Partner. 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 due to COVID-19, 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.”
For more information on Dunlop, and to see the full range of Dunlop products, visit www.dunlopsports.com/squash or follow them on Twitter, Facebook and Instagram.
Dunlop is owned by Sumitomo Rubber Industries and has its headquarters in Kobe, Japan. Dunlop has a legendary history in the sport of squash. Dunlop is the Official Ball, Racket, String, Grip and Bag Partner of the PSA.
Current players on tour inside the top 50 rankings using Dunlop products include Gregory Gaultier, Ali Farag,
Nour El Tayeb, Diego Elias, Sarah-Jane Perry, Declan James, Eain Yow, Sabrina Sobhy and Millie Tomlinson, as well as some of the world’s best up and coming juniors. Dunlop legend Nick Matthew is also an ambassador for the brand.
Learn more at www.DunlopSports.com
Picture courtesy of PSA