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Squash: PSA signs three-year broadcast deal with Malaysia’s Astro

World No. 1 Nicol David is a sporting icon in Malaysia, where Astro is now the Official Broadcast Partner of the PSA. Photo: PSA.

World No. 1 Nicol David is a sporting icon in Malaysia, where Astro has become the Official Broadcast Partner of the PSA.

January 21, 2015: The Professional Squash Association (PSA) has announced a three-year agreement with Astro to become the Official Malaysian Broadcast Partner of the PSA World Tour.

 

Currently boasting over 4.3 million customers, Astro is a leading integrated consumer media entertainment group and one of the biggest broadcasters within the Asian marketplace.

 

The Kuala Lumpur-based broadcaster will showcase live action from the PSA World Series throughout 2015, allowing Malaysian squash fans to follow the exploits of their national stars as they compete in some of world sport’s most unique locations, such as New York’s Grand Central Terminal for the ongoing Tournament of Champions.

 

Alex Gough, Chief Executive of the PSA, said: “Having already worked closely with Astro over the past five years we are delighted to be continuing our partnership with them and we are very excited about working with them to further showcase squash across the region during the coming years.

 

“With the likes of Nicol David pioneering the sport at present, Astro’s coverage will only serve to help Malaysia’s growing squash scene continue to thrive and we are delighted to be able to bring the action from the PSA World Tour direct to millions of households across the region.”

 

Nicol David underlined her position as the queen of squash recently by claiming an eighth World Championship and marking an incredible nine-year run as women’s World No.1. With Low Wee Wern, her fellow Penangite, and Ong Beng Hee also among Malaysia’s best-known players, Astro’s coverage – part of an agreement signed in conjunction with Broadreach Media – will complement a golden era for the sport in Malaysia.

 

CK Lee, Astro Vice President (Sports Business), said: “We are proud to bring live and extensive coverage of the world’s best squash tournaments to Malaysia. Astro is committed to local and regional sports and aspires to set new standards in sports broadcasting, which we believe will encourage higher participation in sports. As such, we hope that the thrill of watching Malaysian squash players battling with the world’s best will inspire a new generation of squash champions in Malaysia.”

 

Source: PSA (www.psaworldtour.com); Editing by SportAsia

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