Squash Tour Finals Set for Los Angeles Relocation Ahead of Olympic Debut
The Professional Squash Association (PSA) is preparing to move its prestigious Tour Finals to Los Angeles next year, as the sport strategically positions itself ahead of its highly anticipated debut at the LA 2028 Olympic Games. This exclusive development, confirmed by PSA chief executive Alex Gough, represents a calculated effort to establish a stronger foothold in the American market and capitalize on the Olympic spotlight.
Strategic Move to Build Olympic Momentum
With squash confirmed as one of five new sports for the LA 2028 Olympic programme—where competitions will be held on the iconic Back to the Future set at Universal Studios—the PSA aims to leverage the Tour Finals as a precursor event. "We're hoping to take it to LA," Gough stated. "We want to do that ahead of the Games as well in terms of being fully in that market." The organization seeks to avoid a "standing start" when the Olympics arrive, instead building narratives and engagement well in advance.
Investment and Growth Driving the Shift
This relocation is underpinned by significant investment from Chelsea co-owner Mark Walter's TWG Global, which is set to sponsor the Squash Tour Finals. Walter, who also holds a stake in the PSA's commercial arm, provided crucial funding in 2022 that enabled the Squash Media Marketing division to expand its activities. This financial backing has fueled record prize money of $12.5 million and allowed the PSA to increase its headcount, strengthening the sport's infrastructure globally.
Competitive Edge Over Emerging Sports
Squash officials emphasize the sport's global diversity as a key advantage over newer competitors like padel. While the top 13 players in both men's and women's padel rankings are exclusively from Spain or Argentina, the top 26 squash players represent nine different nations across six continents. This broader geographical spread enhances squash's appeal for Olympic inclusion beyond 2028, with the PSA actively campaigning to remain on the roster for the Brisbane 2032 Games.
Preparing for a Landmark Olympic Showcase
The PSA's strategy focuses on maximizing reach and visibility in the lead-up to LA 2028. "The sport is in fairly solid shape," Gough noted. "And with the Olympics coming up in two years' time, our main goal now is to maximize that from a reach point of view." By hosting the Tour Finals in Los Angeles, the association aims to generate local interest, attract media attention, and create compelling stories that resonate with both existing fans and new audiences ahead of the sport's Olympic premiere.
