PSA WORLD TOUR
Global PR and media strategy and influencer activation
OVERVIEW
The PSA (PSA World Tour) promotes the global interests of professional men’s and women’s squash, showcasing the sport at its highest level through the PSA World Tour and PSA Challenger Tour. With over 1,500 registered players and more than 800 annual events held in unique global locations, the tours highlight squash’s elite talent and thrilling gameplay.
The PSA World Tour is the pinnacle of the sport, featuring top international players across events like the PSA World Championships, Tour Finals, and Platinum, Gold, Silver, and Bronze tournaments. The PSA Challenger Tour supports rising stars as they compete against seasoned professionals.
OBJECTIVES
Leverage the LA 2028 Olympic buzz to gain national media exposure.
Generate media coverage for four key UK events:
- British Open (Birmingham)
- Manchester Open (Manchester)
- Optasia Championships (London)
- London Classic (London)Collaborate with influencers to raise the PSA’s profile.
Target major sport and lifestyle media across platforms.
Focus on compelling, player-led stories featuring top PSA athletes.
STRATEGY & EXECUTION
We developed and delivered a global media strategy across earned and paid channels, with a focus on on-site media engagement and influencer activation. Our goals were to grow PSA’s digital presence, drive ticket sales, and create new partner opportunities.
KEY COMPONENTS
TACTICS INCLUDED
Regular media outreach and real-time event content.
Player media interviews and behind-the-scenes access.
Influencer campaigns using branded content and social video.
Promoting engaging stories from standout PSA players like Joel Makin, Gina Kennedy, Mohamed & Marwan ElShorbagy, Ali Farag, Nour El Tayeb, Curtis & Perry Malik.
OPERATIONAL HIGHLIGHTS
Monthly workshops with PSA teams.
Press release creation and distribution.
Strategic PR and media planning.
Key message development and media pitching.
Monitoring press via Meltwater with analytics reporting.
Planning influencer coaching clinics and social content production.
RESULTS & ENGAGEMENT
Press Articles: 27
Influencer Activations: 2
Total Audience Reach: 557.7M
Influencer Social Views: 475K
Media outlets included: BBC Sport, The Daily Telegraph, City AM, Men’s Fitness, BBC World Service, Yahoo Finance, Grazia, Manchester Evening News, and more.
INFLUENCER PARTNERSHIPS
Luke Mabbott & Lucie Donlan
Combined followers: 2.5M
Collaborations across Instagram, TikTok, Facebook, YouTube
Total views: 324K
Monty Panesar
Followers: 285K
Featured content across PSA and Monty's channels
Total views: 151K
‘We worked with Herman Sport + Entertainment across media relations and outreach strategy, media planning, press release content and evaluation. This more focused approach enabled us to generate media coverage at four key PSA events around the UK. We pitched a range of human-interest stories around the world’s top PSA professional men’s and women’s squash players to national, regional and global sports and lifestyle publications.
Our media outreach achieved strong national coverage in over 40 major outlets such as Men’s Health, BBC Sport and The Daily Telegraph, while we were also pleased with the impact our outreach efforts had on a regional level, with the likes of BBC London, ITV Central and more covering our tournaments and players.'
Sean Reuthe
PSA WORLD TOUR |
PR & COMMUNICATIONS MANAGER