World Squash Makes Key Appointment to Target Paris 2024 Olympics

The World Squash Federation (WSF) has partnered with the Professional Squash Association (PSA) to ramp-up efforts for Squash to be included on the Summer Olympic Games program with an immediate target on Paris 2024.

(Left) WSF President Jacques Fontaine, Chair of Global Olympic and Sport Affairs, Weber Shandwick, Svetlana Picou, and PSA CEO Alex Gough last month (WSF Photo)

The WSF last week announced that Weber Shandwick has been appointed as communications campaign partner to provide strategic counsel and global public relations in its bid for squash to be contested at the Paris Games.  The decision follows the signing of a Memorandum of Understanding between the two squash bodies with the intention of  developing Squash on a global scale.

WSF President Jacques Fontaine said “becoming a Summer Olympic medal sports has been a long time dream and goal for the sport of squash.  We are engaging in our fourth bid to be included in the Games program, with more passion and a clearer vision than ever before.”

Squash ran failed campaigns to join the the London 2012, Rio 2016 and Tokyo 2020 Olympic Games programs despite making compelling cases that the sport could be added with little infrastructure requirements and cost to the organizing committees.

Tokyo recently added climbing, surfing, skateboarding, karate, baseball and softball to the 2020 Olympic program – Squash made an eight-sport shortlist before being eliminated.  The Paris organizing committee will soon begin considering new sports for the 2024 Games, and Los Angeles will follow, making its choices for the 2028 Games.

PSA Chief Executive Alex Gough added “the Olympic ambition is a cornerstone of the unified structure that we created with WSF in order to expand squash’s international profile as a sport and grow it at both professional and grass roots levels.  Weber Shandwick’s appointment will will greatly support us in achieving our joint goal and communicating our cohesive vision.”

Weber Shandwick’s Global Olympic and Sport Affairs Chair Svetlana Picou said “Squash is a perfect blend of unique sport heritage and excitement of the new.  We look forward to helping WSF and PSA demonstrate why squash will be an excellent and complementary addition to the program, and how it embodies Olympic Agenda 2020.”

Meanwhile the WSF announced a new three-year agreement with the performance footwear brand Teuton Sports, making the German brand the WSF’s Official Shoe Partner beginning 2018.

The Teuton brand will feature on the WSF media platforms and their official WSF merchandise will soon become available for purchase on the WSF’s official website.

Managing Director of Teuton Sports, Javier Rodriguez Cepeda said “We are delighted and proud to have reached a partnership agreement with the World Squash Federation which we have now signed.

“Squash is our passion.  We work aligned with the WSF goals looking forward to seeing our sport securing a place in the Olympic Games.

Paris officials and the International Olympic Committee are expected to finalize the 2024 Olympic sports program in 2020.

A senior producer and award-winning journalist covering Olympic bid business as founder of as well as providing freelance support for print and Web publications around the world. Robert Livingstone is a member of the Olympic Journalists Association and the International Society of Olympic Historians.

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