Cavendish Consulting is partnering with the Professional Squash Association (PSA) to help maximise the long-term impact of the 2027 PSA Squash World Championships in London, as the sport builds towards its Olympic debut at the LA28 Olympic Games.
The work will focus on using ‘London 2027’ as a strategic platform to broaden the sport’s relationships, unlock new opportunities for growth and strengthen the PSA’s position beyond the World Championships themselves.
The partnership comes at a pivotal moment for professional squash, with the World Championships returning to London for the first time since the inaugural men’s event 50 years ago (in 1976) before the sport makes its Olympic debut at LA28.
Matt Sutton, Director of Sport, Governance & Reputation at Cavendish Consulting, said: “London 2027 is a global stage, but its real significance is what it can unlock beyond the tournament. With the Olympics on the horizon, the next few years represent an incredibly important opportunity for professional squash. “We’re looking forward to helping the PSA and its partners use that moment strategically – building lasting relationships, opening new opportunities and creating long-term value for the sport as it moves from London towards LA28.”
Alex Gough, Chief Executive of the PSA, said: “The PSA World Championships and squash’s imminent Olympic debut represent a major opportunity for professional squash. Our ambition is not only to deliver a world-class competition, but to use that moment to strengthen the platform for the sport’s future.
“Cavendish will help us think differently about how we maximise that opportunity beyond the court, and we’re looking forward to working with Matt and the team as we build towards London and the Olympic Games.”