World Squash Federation

The Professional Squash Assn. and World Squash Federation have retained Weber Shandwick to push for the sport’s inclusion in the 2024 Paris Olympic Games.

The Interpublic unit will provide strategic counsel and PR support for the drive, which is the fourth attempt by the WSF to win Olympics gold.

In September, WSF and PSA signed an agreement to work together in the Olympic effort.

With Weber Shandwick on board, WSF president Jacques Fontaine promises a campaign equipped with “more passion and a clearer vision.”

Weber Shandwick has more than 20 years of experience in Olympic Games-related PR. It backed successful bids for Sochi 2014, Tokyo 2020, Beijing 2022 and Los Angeles 2028.

Svetlana Picou, chair of Weber Shandwick’s global Olympic and sports affairs unit, said there’s been “a significant transformation” of squash becoming a sport that’s “truly innovative, inclusive and urban.”

Her team looks forward to demonstrating why the sport would be “an excellent and complimentary” addition to the Olympic line-up.