Squash players turn to social media to cash in on LA Olympic Games opportunities

British squash players are turning to social media to create commercial opportunities as athletes look to cash in on potential revenue streams.

Following on from the success of athlete content at the Milano Cortina Winter Olympics – TikTok told City AM that there were 99,900 posts tagged with the official hashtag, with tournament-related searches dominating the platform – athletes from other sports are seeing social media as a means to publicity and profitability.

British squash player Grace Gear told City AM that she was looking to get verified on social media platforms such as Instagram “to try and get sponsors and get the sport out there”.

She added: “I’ve managed to double my followers in a year but it would be good to get the profile out there and be recognised a bit more, because I know a lot of squash players have.”

Squash is one of a number of sports making its debut at the Los Angeles Olympic Games in 2028, alongside the likes of domestic US staple lacrosse. 

The sport’s governing Professional Squash Association said it is moving its finals to the West Coast location to increase traction ahead of the Games, while its showpiece event will be sponsored by TWG Global, whose chief is a co-owner of Chelsea.

Squash opportunity online?

“There’s a lot of American investors at the moment,” the top 10-ranked Brit, Gear, added. “Squash over there has really, really grown, and they’re just trying to have a really big push.

“The US athletes are really well funded and looked after and there are big companies over there, they’re big guns with their money.”

A spokesperson for the Professional Squash Association told City AM that they encourage players to build their personal brand and forge commercial opportunities.

“Social media gives our players a direct connection to fans, sponsors and new audiences, which gives them the opportunity to showcase their personalities, training and stories beyond solely what happens on the court,” they said. “Ultimately, that authenticity is what attracts brands and sponsors.”

The Professional Squash Association said that they speak often with the IOC Athletes Commission to see how players’ voices can be heard.