‘Bold designs and high-quality products’
By SEAN REUTHE and HOWARD HARDING 

Squash may be on lockdown right now but commercial activities continue to generate revenues behind the scenes. 

The PSA and WSF have both announced new contract extensions with footwear partners Salming and Teuton, respectively. The WSF deal with German company Teuton is expanding into a clothing partnership from next year onwards.

PSA Extends Partnership with Salming

The Professional Squash Association (PSA) has extended its partnership with Salming Sports, which will see the Sweden-based brand remain as the PSA’s Official Shoe Partner until the end of the 2022-23 season.

The PSA and Salming have enjoyed a fruitful partnership since August 2014, which has seen Salming branding displayed at the PSA World Tour’s most prestigious tournaments.

In addition, Salming has also gained substantial exposure through the PSA’s website and digital media channels, while they currently sponsor Saurav Ghosal, who is the only Indian male ever to feature in the top 10 of the PSA World Rankings.

“We’re pleased to continue our partnership with Salming and are delighted to be working so closely with our partners at what is a difficult time given the changing nature of the sporting world due to the COVID-19 outbreak,” said PSA Chief Commercial Officer Tommy Berden.

“We have fantastic relationships with our partners and feel that extending our partnership with Salming at this time shows both parties’ commitment to each other.

“Salming are known for their bold designs and high-quality products and we are appreciative of their continued commitment to the sport. Salming’s desire to innovate and create market-leading products means that they are a perfect fit for us and we envisage this extension being beneficial to both parties.”

Salming Sports Marketing Manager Marcus Waltilla said: “The game of squash is about speed, skills and endurance, which fits very well with Salming’s culture. Therefore, we are proud to continue our close collaboration with the PSA.

“The organisation has a number of exciting events all over the world and we look forward to the coming years.”

About Salming

Salming is a shoe, equipment and apparel company based in Sweden. Salming is for people who train hard and don’t make excuses.

Salming’s personality is formed by their heritage and their roots in sports. To Salming, it’s all about willpower, athleticism, passion and performance.

Salming strives to design state-of-the-art products engineered to help athletes push their limits. They embrace challenges and they never quit. Salming is fast in reacting to trends and developing products with the most recent technology. Salming’s Swedish design is always at the cutting edge in function, technology and appearance.

For further information, please visit: www.salming.com 

WSF extends agreement with Teuton

The World Squash Federation (WSF) has announced a three-year extension agreement with the performance footwear brand Teuton Sports. In addition, the German brand will also become the WSF’s official clothing partner from January 2021.

The WSF will shortly open its online store through which official products, such as Teuton footwear, will be available to purchase. Additionally, no later than January 2021, the first official clothing collection will be launched and, again, available to purchase online via WSF.

“It is a pleasure to extend our collaboration agreement with the Teuton brand,” commented WSF Chief Executive William Louis-Marie.

“We greatly appreciate the support that the brand will provide to our squash community and to many programs the WSF have been developing during this new contractual period. It will be good to have as a reference of our official product the brand performance that so many worldwide players have been showing wearing Teuton shoes.”

Javier Rodriguez Cepeda, Managing Director of Teuton Sports, added: “I am very proud to have the opportunity not only to continue but to expand collaboration with the most important and prestigious entity in our beloved sport of squash. Teuton will continue focusing on bringing the best by supplying popular style, durable and quality sports products.

“Being the official shoes and clothing of the WSF is more than enough reason continue to innovate and strive in being the best sport outlet in the world.”

For more information and to see the entire range of Teuton products, visit: www.teutonsports.com 

Pictures courtesy of PSA and Teuton Sports