With yesterday marking one year since it was announced that squash would be making its Olympic debut at LA28, we’ve been asking some of the leading figures in squash’s Olympic journey about what insights can be taken from Paris 2024.
Representatives of the World Squash Federation (WSF) and the Professional Squash Association (PSA) were invited to the 2024 Olympic Games as official attendees, with WSF President Zena Wooldridge meeting several International Olympic Committee (IOC) delegations ahead of and during the Games, while WSF CEO William Louis-Marie and PSA CEO Alex Gough took part in the Olympic Observation Programme to learn more about the inner workings of a successful Games.
Read on to hear their insights
Each Organising Committee creates its own Games model
During the 2024 Paris Olympic Games and Paralympic Games, spectacular sporting venues were integrated seemlessly with the beautiful city’s iconic landmarks.
From the steep-seated bear-pit of the 3×3 basketball at Place de la Concorde to the splendour of the boxing at Roland Garros to the dramatic displays of beach volleyball in the shadow of the Eiffel Tower, Paris 2024 did an extraordinary job of presenting a uniquely memorable Paris 2024 Olympic experience which generated an electric atmosphere across the city for the 16 days of the Olympics.
At Paris 2024, sports were played in both single-purpose venues and in clusters with other sports, both of which offered distinct advantages.
At Yves-du-Manoir Stadium, hockey was the only sport played during the Olympic Games, giving the sport an opportunity to create an impressive activation area and tell its story and history, with the venue the same one used a century ago during the Paris 1924 Olympic Games.
At Parc Urbain, meanwhile, 3×3 basketball, street and park skateboarding, BMX freestyle and breaking shared a space which contributed to an electric atmosphere and mix of fans, and allowed its 20,000 daily visitors to discover a number of new sports.
To ensure that squash delivers a spectacular Olympic experience for players and fans, a delegation from the WSF, PSA and US Squash will head to Los Angeles in November to conduct squash’s initial inspection visit of proposed sites. This group will work closely with LA28 and the IOC to decide on a venue and layout that enables LA28 to combine technical and creative expertise to showcase the distinctive features of squash and LA in a unique setting.
Collaboration is key
The close working relationship between the World Squash Federation, PSA and US Squash was critical in making the breakthrough to Olympic recognition, as was the cooperation with the IOC, LA28 team and other key stakeholders.
Continuing to work together is critical if squash is to capitalise on the opportunities LA28 brings to raise the profile of and to grow the sport globally.
WSF’s vision of “A sport working in unison across stakeholders committed to the sustainable development of squash and creating a more inclusive, diverse, healthy and considerate world“ includes collaboration across the squash ecosystem and with existing and new squash partners. Squash’s new Olympic partnerships will help to accelerate the sport’s growth strategy.
The number of squash nations in WSF membership and the size of the PSA Squash Tour is steadily expanding, whilst squash’s flourishing relationship with the Olympic Broadcasting Service [OBS] will help the sport reach new global audiences in the lead into the LA Olympic Games.
During the Games, close collaboration with a number of organisers will be essential in order to deliver a squash competition, and representatives of the sport will work closely with a range of parties, including the IOC, OBS, LA28, local government, Olympic Results and Information Services and OMEGA to ensure that every factor is taken into consideration in order to deliver an experience that is equally rewarding for players, squash fans and newcomers to our sport.
We have to consider the entire fan experience
For all fans, whether they’re in the Los Angeles venue or watching from home, squash at LA28 begins long before the first serve is struck. Squash’s “LA collaborative” will be working tirelessly to ensure that the entire fan experience is considered, including the route to the venues, the competition arena, on social media, at local clubs and more.
New technology could take squash to the next level
We’ve already seen some spectacular squash coverage on our screens, but the new technology developed for the Olympic Games combined with LA’s creative talent could mean squash is presented like never before. One such example includes the AI-enhanced multi-camera replay service of Alibaba Cloud, which introduced an innovative way to view the Olympic Games from 360 degrees by utilising machine learning and deep neural networks.
As a fast-paced multi-faceted sport, squash is a sport that requires skilled experts behind the camera and directing to give viewers around the world the best possible sporting experience. The PSA, WSF and US Squash will be working closely with OBS and other stakeholders over the next few years to test new developments in advance of LA28.
More than any other multi-sport games, the Olympics is the greatest opportunity to reach new global audiences, which emphasises the importance of thinking differently how our sport is presented to new fans. Thus, the sport will work with our Olympic partners to explore how new technology can present a richer experience for all viewers, from hardcore squash fans to those who may be watching it for the first time.
Growing the sport is a priority
Something sports such as skateboarding did brilliantly in Paris was to use the Olympic Games to encourage new fans to try the sport for the first time, with volunteers and staff from Fédération Française de Roller & Skateboard at activation zones giving introductory lessons and advising the public on how to get into the sport.
The WSF, PSA and US Squash will be working closely with LA28 to ensure that fans in Los Angeles and beyond are encouraged to pick up a racket and take part in one of the world’s healthiest and most social sports.
It presents a unique opportunity for US Squash’s growth strategy in LA, California and in new territories across the USA over the next four years.
The LA28 Olympic Games also provides an opportunity to give squash’s incredible athletes a bigger platform than ever, and all partners in the sport are eager to share our athletes’ compelling stories with the world.
This mission doesn’t stop in Los Angeles, though, with representatives from squash having already begun dialogue with the organisers of Brisbane 2032 to continue to build positive relationships as squash aims to become an Olympic mainstay.
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