Expanding empire: SquashTV app launches globally on Samsung connected TVs as PSA pushes to grow fandom of the sport
The Professional Squash Association’s SquashTV OTT platform shows the likes of Hania El Hammamy vs. Sivasangari Subramaniam battling it out at the Hong Kong Open
The Professional Squash Association (PSA) has launched an official standalone Samsung smart TV app for SquashTV, the OTT platform that it owns and operates. The PSA is marking the deal as the first of many as it pushes to grow the fandom of the sport around the world.
Over 2,000 matches from more than 35 PSA Squash Tour events are available live and on demand throughout the 2025/26 season.
The SquashTV app has been running in different iterations since around 2010, with the PSA taking full control of it from 2015.
The PSA is growing its fanbase for the sport through expanding outlets for SquashTV, as well as expanding its footprint on social media
Pushing more content
Speaking to SVG Europe, PSA chief commercial officer, Tommy Berden, comments on the growth of SquashTV: “A couple of years ago we relaunched the platform with different kinds of web and app experiences, on Android and iOS. And then this year obviously we’ve done the connected TV with Samsung, which is the big step forward, but from a content perspective, we are pushing out more and more content every single year.
“We produce more than 2,000 live matches now on the platform, which is quite sizable for a sport like us. And then there’s a bunch of shorter programming content, whether that’s player features, Q&As, some kind of coaching, educational content, or documentaries.”
In addition to live content, SquashTV offers extended highlights, expert analysis, and exclusive feature pieces that provide behind the scenes access of stories from the world’s top squash athletes.
Berden adds: “We are delighted to bring SquashTV to Samsung TVs and make it easier than ever for fans around the world to enjoy world-class squash from the comfort of their homes.
“Launching this app with an industry leader in the technology sector is another important step in expanding squash’s digital footprint and ensures that our incredible athletes and premier tournaments are showcased on one of the world’s leading entertainment platforms.”
Berden continues on the deal with Samsung: “Ultimately it’s about getting the sport, and in our case, SquashTV, out on wider platforms and making sure that you stream it somewhere where people are already watching, which in this case is Samsung TV.
“Samsung TV is obviously quite a big player in the market and we wanted to make sure that the experience for people was a little bit more easy and user friendly. So this is the first step really in our connected TV journey. We foresee that we’ll develop more connected TV apps for other kind of TV platforms, but Samsung is the first one in that journey.”
SquashTV is also available on Amazon Prime in the UK and US.
The PSA runs tournaments in some unusual – and beautiful – venues, all of which are broadcast on SquashTV. Shown here, the Vanderbilt Hall at Grand Central Terminal, New York during the J.P. Morgan Tournament of Champions
Expanding empire
The PSA is growing its media real estate empire. SquashTV is the PSA’s centre of a multifaceted strategy to grow viewership of the sport. Berden says: “SquashTV is where all of the content is, so that’s where you can watch every single match, whether it’s on the glass court or on a traditional court. That’s where you can go for all of your archive content, and the shoulder programming around it. Then we have deals with around 16 broadcasters in 90 different countries for the semifinals and the finals of our flagship events. So the Hong Kong Open for instance, that’s on this week. The semis and the finals will be on SquashTV and those 16 broadcast partners.”
Social media is an important – and rapidly growing area – for the PSA and SquashTV, continues Berden: “Clearly the whole digital social landscape is where the awareness clearly comes to, in terms of all of the reels or any of the content that’s been pushed out, and that’s growing quite quickly.
“We’ve just done our annual report this year, and we’re hitting just over half a billion video views on our social platforms; I think two or three years ago, there might’ve been more like 50 million to 70 million, so we’re seeing a real kind of boost in that sense, and being in the Olympics obviously helps in that sense too.”
Squash is one of five new sports set to feature at the Olympic Games Los Angeles 2028.The IOC approved squash’s inclusion for LA28 in 2023, along with baseball/softball, flag football, lacrosse (sixes) and T20 cricket.
Dan Harvie, vice president at TV at Samsung UK and Ireland, said: “SquashTV is another great addition to our range of value-added services that we offer to our customers. By enabling free access to live sports such as squash, American football, rugby, wrestling and women’s football, we are providing customers with the option to personalise their sporting preferences, delivering extra value alongside a premium viewing experience.”
As part of the launch, new Samsung TV owners in the UK and Republic of Ireland can claim three months of free SquashTV access when purchasing selected Samsung TVs or monitors through Samsung’s Made for UK offer.