PSA Signs Partnership Agreement With Adidas
by Howard Harding
17 January 2012 - Global sports brand adidas has become the Official Sportswear Partner to the Professional Squash Association (PSA) World Tour.
The two-year agreement, which starts in January 2012, will see adidas provide clothing to all PSA staff and officials at each of the PSA World Series events - the top tier events of the PSA World Tour.
The deal comes as the PSA starts to implement its World Tour Partner Programme that looks to exploit the rapid expansion in the global broadcast coverage of squash in the past 18 months.
Alex Gough, Chief Executive of the PSA, commented: "I am delighted that we have entered into a partnership with adidas. Both the PSA and adidas have the very highest ambitions for the sport of squash and clear visions for the future of our sport.
"Squash is in an exciting phase of commercial development and we are looking to attract Tour partners across a range of categories - having adidas come on board is a real boost for the Tour."
Toby Glyn, adidas global sports marketing manager, added: "We are delighted to add this partnership to our sporting portfolio. With participation numbers continually growing and squash attracting a younger audience it is a great time to be associated with the sport."
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