‘21ST CENTURY SQUASH’ LAUNCHED AT ATCO SUPER SERIES FINALS

It will also be the first major event since the appointment of branding agency Greenspace to make the sport even more appealing to a younger, wider audience. The agency has promised to overhaul almost every aspect of the sport, including court design and player uniforms.
 
Greenspace was hired by Ziad Al-Turki, Vice-Chairman of the ATCO Group and Chairman of the Professional Squash Association (PSA).
 
"What we now have is a first step in a new identity for the sport which we are confident will capture people’s imagination. The ATCO Super Series Finals at Queen’s Club represent an ideal, high-profile event in a truly special venue to unveil the facelift,” said Ziad Al-Turki.
 
“We were conscious that squash’s image needed refreshing as it hadn’t been updated for many years. We are seeking to develop the sport, in terms of the competitive structure and the venues where it is played. The time is right to show why we believe squash has such a dynamic future in store.”

The ATCO Super Series Finals – The Queen’s Club 2009 will bring together the top eight qualifiers from the annual PSA Super Series World Tour and will feature two pools of four players, leading to finals which will produce a 1-8 finish.
 
World No1 Karim Darwish of Egypt will lead a star-studded eight-man line-up which will feature compatriots Amr Shabana, Ramy Ashour and Wael El Hindi; Australia's David PalmerThierry Lincou and Gregory Gaultier of France; and James Willstrop of England.
 
Capacity crowds will see the first phase of a facelift for the sport with a rejuvenated image, including graphic environment, new signs and new lighting for the players’, courts and tournament staff. Greenspace, which also works for well-known brands such as Heineken, Toyota and Nokia, says the revitalisation of the sport will continue with the Saudi International in December.
 
Greenspace Founder and CEO Adrian Caddy added: “With our experience of developing campaigns and events for global brands, and with the enthusiasm and support of Ziad Al-Turki, we’re in an ideal position to develop the World Squash Super Series into a truly contemporary, popular and global sporting event."
 
Tickets for the ATCO Super Series Finals - The Queen's Club 2009 can be booked online at www.isportgroup.com/ticketing, by telephone on 0844 870 0000, or for further information email: info@iSPORTgroup.com.
 
Buy One, Get One Free ticket offers for the ATCO Super Series Finals - The Queen's Club 2009 are exclusive to iSPORTvip™ Squash Members. To purchase iSPORTvip™ Squash Membership online, visit: www.isportgroup.com/shop.
 
For further information on the ATCO Super Series Finals - The Queen's Club 2009, visit: www.isportgroup.com/SuperSeriesFinalsSquash.
 
Issued by iSPORTmedia

The new face of squash is set to be unveiled at the ATCO Super Series Finals to be staged at the world famous Queen’s Club in London from the 14th to 17th March, with players and spectators at the prestigious championships being the first to experience a campaign designed to modernise the look of the game.