The Economist has signed an agreement with Squash Media & Marketing (SMM), a commercial entity owned and operated by the Professional Squash Association (PSA), which will see them sponsor both the 2025 British Open and London Classic.
The Economist is a globally trusted source for fact-based reporting and analysis, offering sharp insights into international news, politics, economics, science, technology and more. The Economist will receive on-court branding as well as branding around both venues and visibility on the PSA, British Open and London Classic websites and social media platforms.
The British Open is one of squash’s most distinguished tournaments and will take place at Birmingham Repertory Theatre between May 31 – June 8, 2025, while the London Classic will be held at the spectacular Alexandra Palace in the first part of the 2025-26 season.
“We are delighted to welcome The Economist as a sponsor for both the 2025 British Open and London Classic,” said PSA Head of Commercial Partnerships Ian Davis.
“Both tournaments are highly-anticipated stops on the PSA Squash Tour and draw in fans from across the UK and beyond, giving The Economist a fantastic opportunity to connect with our passionate fanbase.
“The collaboration showcases The Economist‘s commitment to reaching a more diverse audience and we are looking forward to working with them to leverage our digital platforms to engage millions of squash fans globally. While their premium on-court branding will reach millions of households through global broadcasts, the partnership emphasises digital-first activation through integration across tournament websites, social media channels, and our broader digital ecosystem.”
“We are excited to be working with Squash Media & Marketing and the Professional Squash Association,” said Nada Arnot, Executive Vice President of Marketing at The Economist.
“Getting our brand in front of squash fans across the globe will help further The Economist‘s commitment to ensuring quality, fact-based journalism is available and accessible to as broad an audience as possible.”
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