SquashTV Aims to Hit It Big

A niche sport and its media entanglements.

Recently, New York City’s Grand Central Terminal hosted the Tournament of Champions, one of the most prestigious events on the professional squash calendar—similar to a tennis Grand Slam. Squash, which will debut as an Olympic sport at the 2028 Summer Games, in Los Angeles, remains niche; at Grand Central, there were no reporters running around, no designated press area, no press conferences. Broadcasts of the matches, pre- and postgame talk shows, and news reports came from a single source: SquashTV, the sport’s sole broadcaster, owned and operated by the Professional Squash Association (PSA), the governing body. “Fifty percent of the audience throughout LA28 will have never seen the sport before,” Lee Beachill, the chief operating officer of the PSA, told me. “It’s a huge opportunity for us.”