2024 J.P. MORGAN SQUASH TOURNAMENT OF CHAMPIONS

objective

Create a fresh look for the Tournament of Champions that features the event’s new trophy designed by Frank Stella. The new look needed to mesh with the elegant and iconic interior of grand central terminal while also standing apart from other USA squash events.

solution

Use the Stella trophy and squash players to create a dynamic and energetic vibe that exudes feelings of competition and sportsmanship. Create a brand that feels on par with top tier sport leagues and networks while still catering to core squash fans.

wins

Record Ticket Sales: ToC 2024 achieved the highest ticket sales for the event to date, demonstrating the successful appeal and increased interest generated by the new look.

Elevated Event Perception: Crafted a brand experience that matched the prestige of major sports events, securing a return for the Tournament of Champions in 2025, reflecting the positive reception across the squash industry and ongoing impact of the revamped branding.
Streamed on Prime: PSA’s streaming deal with Amazon Prime significantly expanded the brand’s reach and accessibility to a broader audience. The headwall was often cut to during game breaks, signifying the brands positive response and strong presence at the event.