SMM Signs Multi-Year Partnership with Nirvana Europe

Squash Media & Marketing (SMM) – a commercial entity owned and operated by the Professional Squash Association (PSA) – has announced a new partnership with Nirvana, which will see them become the Official Travel Management Partner of the PSA.

This strategic collaboration – which was brokered by Progressive Sports & Entertainment – will see Nirvana take over the management of the travel and accommodation requirements across the entirety of the PSA Group, including officials.

Over time, Nirvana will also extend its services to athletes, event promoters, fans and other stakeholders within the squash community.

Nirvana operates across some of the world’s biggest sporting events – including Ironman and World Triathlon – and they work with athletes and officials at all levels to satisfy their travel needs.

“We are pleased to partner with Nirvana to enhance the travel experience for our key stakeholders,” said the PSA Chief Commercial Officer Tommy Berden.

“Nirvana has a proven track record in managing the logistics of major global sporting events and this makes them the ideal partner as we continue to expand professional squash worldwide.”

Nirvana Managing Director Nigel Morris said: “Nirvana are absolutely delighted to announce a new exclusive partnership with the PSA.

“Our desire for diversity within the global sports travel industry has been an aspiration for some time.  We’ve purposefully taken our time to find what we feel is a really exciting, long term partner in the PSA and the recent announcement of squash being added to the 28 LA Olympics only emphasises this belief.

“I have no doubts that our expertise in both travel and global sports events will be of real benefit to PSA and we very much look forward to assisting the PSA in their wish to expand professional squash worldwide.”

For more information on the PSA Squash Tour, visit the official PSA website or follow the association on X, Facebook, Instagram,YouTube and TikTok.

More information on Nirvana can be found on their website or via their X, Facebook, Instagram or Linkedin.

About Nirvana Europe

Nirvana started business over 25 years ago, delivering the travel and accommodation infrastructure around the Great North Run, the world’s biggest half marathon. Today it is a strategic partner and major supporter of some of the world’s biggest sporting events and their athletes, officials, and dignitaries. However, at its heart it is still a family business passionate about sport and travel. Over the years the company has developed a well-defined process, the “Nirvana Way”, by providing its customers with a portfolio of services to support their event. This level of service has been acclaimed by sports men and women at all levels, from world champions to the charity fun runner.

Website: www.nirvanaeurope.com