Despite COVID-19 causing uncertainty across the sporting landscape, the Professional Squash Association (PSA) has extended its partnership with Swedish shoe firm Salming Sports until 2023.
As part of the deal Salming will continue to be PSA’s official shoe partner, with the Swedish-based brand gaining ‘substantial exposure’ through the association’s website and digital media channels.
PSA Chief Commercial Officer Tommy Berden stated: “We’re pleased to continue our partnership with Salming and are delighted to be working so closely with our partners at what is a difficult time given the changing nature of the sporting world due to the COVID-19 outbreak.
“We have fantastic relationships with our partners and feel that extending our partnership with Salming at this time shows both parties’ commitment to each other.”
Salming first partnered with the PSA in 2014, with the shoe firm being displayed during the competition’s World Tour. The company has since gone on to sponsor Saurav Ghosal, the only Indian male ever to feature in the top 10 of the PSA World Rankings.
Salming Sports Marketing Manager Marcus Waltilla stated: “The game of squash is about speed, skills and endurance, which fits very well with Salming’s culture. Therefore, we are proud to continue our close collaboration with the PSA.
“The organisation has a number of exciting events all over the world and we look forward to the coming years.”
Akin to other sporting events around the world, the PSA has postponed its World Tour, Challenger Tour and WSF & PSA Satellite Tour events originally scheduled for May and June due to the coronavirus outbreak.
The sporting world is still adapting to the current climate which has rendered live-sport void. The lack of events and competitions has financially hit a lot of organisations and so PSA’s new extended partnership with Salming will provide the association with some stability moving forward.