Helping this sport make its triumphant return, bringing the thrill and passion to its true home.
Squash Australia required our expertise in event management, combined with a deep understanding of the squash community, allowing us to create a world-class event that captured the spirit of the sport while raising its profile on an international scale.
Through our efforts, the Easy Times Brewing Co Squash Australian Open has become a standout fixture on the global squash calendar.
THE PROBLEM
Four years ago, Squash Australia launched a process to return the Squash Australian Open back to its place as a major tournament on the professional World Squash Tour.
Limited in resources to bring this to life, Squash Australia CEO Rob Donaghue, engaged Whitewall Sport to work long term with the sport to bring the Squash Australian Open Version 2 to life.
However, with Squash having been absent from the Australian sporting media landscape for over 20 years, no sponsors to talk of, and an event that had been run in the rural NSW town of Bega for well over a decade, returning the once prestigious event to its rightful place as a destination event for the World’s best players would not be a simple or quick process.
THE RESULTS
Whitewall Sport went about their work in a methodical and strategic manner, working through numerous phases with Squash Australia to eventually run the Easy Times Brewing Co Squash Australian Open in March 2025.
Proudly taking over the Piazza on Brisbane’s famous South Bank, Squash once again returned to the mainstream Australian sporting landscape with media outlets taking the sport right around the Country through live broadcast, news bulletins and online news content.
From our initial report for the Squash Australian Open on the possibilities for the future of a more commercial Squash Australian Open, we worked with the Squash Australia team to create the brand, develop the commercial plan, advise on ticketing plans and promotion and seek commercial sponsors.
The outcomes of the nearly four year-long engagement has been financially the most successful event in the history of the game in Australia, and by all other measures simply an incredible re-launch event that will set the foundations for many successful events to come.