The Professional Squash Association, in partnership with recently retired eight-time World Champion Nicol David, has unveiled a new joint awareness campaign titled ‘It’s Mine’ – created to help foster a greater sense of belonging and ownership amongst squash players and the PSA World Tour.
Malaysian icon David, who is widely regarded as one of the greatest players to ever pick up a squash racket, is a key driving force behind the campaign, with the former World No.1 wanting to leave behind a legacy following her retirement from the sport earlier this month at the Allam British Open.
The PSA, along with David, has developed the campaign in an effort to increase awareness of, and engagement with, the women's tour, increase the participation of female athletes on the PSA Tour and create a more sustainable women’s tour.
The campaign will initially feature seven different ambassadors – Egyptian trio Raneem El Welily [World No.1], Nour El Sherbini [three-time World Champion], Nour El Tayeb [World No.3], France's World No.4 Camille Serme, England's World No.6 Sarah-Jane Perry, United States' World No.8 Amanda Sobhy and Welsh World No.9 Tesni Evans.
These ambassadors have each selected a different value which they feel belongs to them and epitomises the qualities found amongst their peers on the PSA World Tour. These values will be unveiled in a multimedia campaign consisting of videos, graphics and candid interviews, while players across the PSA Tour will be encouraged to engage with the campaign and showcase their own values. In addition, the ambassadors will travel to tournaments on the PSA World Tour and PSA Challenger Tour to hold talks with, and inspire, up-and-coming players.READMORE
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