 Previous Squash Australia logo. |  New Squash Australia logo. |
Squash Australia has recently announced a major integrated rebranding campaign. Squash Australia and all States and Territories have adopted new logos, built around the ideas of dynamism and unity, as part of a new Marketing and Communications plan. The plan aims to raise the profile of the sport across the country, support and grow participation, and establish a coordinated brand identity across all stakeholders and levels of the sport.
In a message from the Squash Australia CEO, Robert Donaghue, he stated: “We want to make squash more relevant and visible, changing the misplaced perception of squash as a sport that only rewards the fully dedicated and fit athletes, and presenting it as a healthy and accessible option for anyone who wants to maintain an active lifestyle and enjoy sport socially.”
He added: “For us it’s a statement of intent as much as a commitment to action. We want to see more people playing squash more often, continue developing the pathways and achieve international success, so that the heroes of our sport can inspire the new generation to embrace the discipline and create a virtuous circle.”
In a message from the Squash Australia CEO, Robert Donaghue, he stated: “We want to make squash more relevant and visible, changing the misplaced perception of squash as a sport that only rewards the fully dedicated and fit athletes, and presenting it as a healthy and accessible option for anyone who wants to maintain an active lifestyle and enjoy sport socially.”
He added: “For us it’s a statement of intent as much as a commitment to action. We want to see more people playing squash more often, continue developing the pathways and achieve international success, so that the heroes of our sport can inspire the new generation to embrace the discipline and create a virtuous circle.”
New Squash Australia and State and Territory logos.
Regarding the new campaign and integration between the associations, Squash NSW President John Small said: “We’re very much looking to go forward together now. The new brand identity will make it clear that we are all part of the same organisation, even though we maintain our individual state and territory identities & traditions within it.”
Matt Schmidt, Squash Australia Board member and Chair of the Profile Working Team adds: "The marketing strategy is aligned with our broader Strategic Plan and is part of a series of projects which Squash Australia will develop over the coming months to ensure that the sport grows its reach within the Australian audience, and ultimately drive participation. A stronger squash community, which includes court owners and court operators, will also provide a solid platform to advocate for the inclusion of Squash in the Olympic program in the lead up to Brisbane 2032”.
To read the Marketing and Communications plan in full, click here.
Matt Schmidt, Squash Australia Board member and Chair of the Profile Working Team adds: "The marketing strategy is aligned with our broader Strategic Plan and is part of a series of projects which Squash Australia will develop over the coming months to ensure that the sport grows its reach within the Australian audience, and ultimately drive participation. A stronger squash community, which includes court owners and court operators, will also provide a solid platform to advocate for the inclusion of Squash in the Olympic program in the lead up to Brisbane 2032”.
To read the Marketing and Communications plan in full, click here.
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