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.
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.
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 was hired by Ziad Al-Turki, Vice-Chairman of the
ATCO Group and Chairman of the 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.
"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."
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."
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
a 3rd/4th playoff and the final.
World No.1 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
Palmer; Thierry Lincou and Gregory Gaultier of France;
and James Willstrop of England.
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