PETALING JAYA: Retired eight-time world champion Nicol David collaborated with the Professional Squash Association (PSA) to launch an awareness campaign called “It’s Mine”.
Former world No. 1 Nicol developed the campaign to increase awareness on the women’s tour. She also hoped that the campaign would help increase the participation of female athletes on the PSA Tour and create a more sustainable tour for them.
Nicol said she wanted to give something back to the sport which has given her so much.
“I know that we have the power to inspire people with our experiences. I believe we are not only defined by titles, but are also remembered by our values and the examples we set,” said Nicol who retired last month at the British Open.
“With this campaign, I hope to encourage them to be an example to others.”
The campaign, launched yesterday, will appear across the PSA’s digital channels throughout the year leading up to the PSA Women’s World Championships which will be held in front of the Great Pyramid of Giza in Egypt in October.
The campaign features seven ambassadors, representing different values which epitomes the qualities on the PSA World Tour.
These values will be unveiled in a multimedia campaign consisting of videos, graphics and candid interviews.
The ambassadors will travel to tournaments on the PSA World Tour and PSA Challenger Tour to hold talks with the players.
The ambassadors are – Egyptian trio of Raneem El Welily, Nour El Sherbini and Nour El Tayeb, France’s Camille Serme, England’s Sarah-Jane Perry, United States’ Amanda Sobhy and Welsh world No. 9 Tesni Evans.
Squash fans also can get involved in the campaign by taking part in contests and postings on social media about the values that define them using the #ItsMine hashtag.
The PSA will also be launching a men’s campaign at a later date.