World Squash announces rebrand as sport prepares for Olympic debut

UNITED KINGDOM: World Squash has today announced phase one of an exciting rebrand that will immediately see a new logo adopted and the organisation operating under the name World Squash, having previously operated under the name World Squash Federation.

The new logo, a colourful update on the previous branding which had been in use since 2011, embodies World Squash as the home of squash, with the iconic court shape symbolising the sport and serving as a globally recognised mark of an organisation that promotes squash participation worldwide.

The logo and branding update has been delivered by Squash Media and Marketing (SMM), a commercial entity owned and operated by the Professional Squash Association (PSA).

World Squash Chief Executive Officer William Louis-Marie said: “I’m delighted to unveil the first part of the World Squash rebrand today.

“Squash is a fast-paced sport that continues to captivate new audiences both on and off the court.

Our mission is to make our sport as accessible as possible, from inspiring grassroots programmes to empowering our member federations in their remarkable work.

It is vital that our name, logo and branding reflect that modern and agile approach as well as the diversity of squash players and fans worldwide.

“It’s such an exciting time for squash right now, with participation and viewing figures climbing as our sport prepares to make its Olympic debut at LA28, and the new logo and vibrant colours embody the sense of optimism and excitement among the squash community.” Alex Gough, Chief Executive Officer for the PSA and SMM said:

“We have been delighted to work with World Squash on their rebrand journey, particularly having gone through an exciting rebrand of our own last year.

“One of squash’s great strengths is the close partnership between World Squash as the International Federation and the PSA as the professional tour and we’ve been thrilled to deliver another project together.” —WSF