PSA Announces 'It's Mine' Campaign
PSA Announces 'It's Mine' Campaign in Partnership with
Eight-Time World Champion Nicol David
PSA (Professional Squash Association), in partnership with recently
retired eight-time World Champion Nicol David, today 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, have 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.
Squash fans can get involved in the campaign by taking part in contests
and posting on social media about the values that define them using the
The campaign will appear across the PSA’s digital channels throughout
the year leading up to the PSA Women’s World Championships, which will
be held in front of the Great Pyramid of Giza in Egypt in October.
accepting that I was going to retire, I didn’t want to leave without
giving something back to the sport that has given me so much,” said
“I know that our players have the power to inspire people with the
experiences they have to share. I believe we are defined by titles but
we are remembered by our values and the example we set out to be. This
campaign is built to elevate the values that our players have and I hope
to encourage them to be an example to others.
“Our sport has so much to offer and these seven diverse and empowered
women will showcase the values that embodies our campaign. I hope this
inspires every one of you in the upcoming months and that you share with
us this journey!”
PSA Chief Executive Alex Gough said: “As a sport, we have made huge
strides forward in the past decade by uniting the men’s and women’s
professional tours and we now want to encourage all players to have a
greater sense of ownership and belonging on the PSA Tour.
"When Nicol approached us about launching a joint campaign, we were
delighted to get involved and wholeheartedly believe that the 'It's
Mine' campaign will allow our players to engage with the sport more than
"The 'It's Mine' campaign will enable some of our female athletes to
share their inspiring stories in their own words and explain what they
believe defines them. We look forward to working with Nicol over the
coming months and encourage all of our players and fans to get behind
The PSA will expand on the campaign with a men’s initiative set to be
launched at a later date.