The Professional Squash Association (PSA) appointed brand identity and experiential agency, Greenspace, to refresh and re-invigorate the PSA Tour Super Series.
Under the deal, Greenspace will develop a new identity including promotional and marketing direction, as well as experiential and interactive development for the sport itself right from street level through to the professional circuit to widen its appeal to a younger, more diverse, audience.
Greenspace will be looking at all aspects of the game, from the design of the court and audience experience at the tournament, through to player uniforms and profiles and marketing campaigns. Early ideas include concepts for light displays and even a sonic branding element that captures the unique sound of squash. It is hoped that these changes will be implemented in 2009.
Greenspace Founder and CEO Adrian Caddy said:“With our experience of developing campaigns and events for global brands like Toyota Motor Europe, Heineken International and Nokia, and with the enthusiasm and support of Ziad Al-Turki (PSA Chairman), we’re in an ideal position to develop the World Squash Super Series into a truly contemporary, popular and global sporting event."
