KUALA LUMPUR, 4 June 2019:
Only a week into her retirement, Malaysian squash queen Datuk Nicol David has taken the next step in motivating young talents.
The 35-year-old, who played her last match at the 2019 British Open in May, has just unveiled an awareness campaign with the Professional Squash Association (PSA) called ‘It’s Mine’ – to promote greater awareness and engagement with the women’s tour, as well as increase female athlete participation in the PSA Tour.
We've all got something, what's yours? 🤔The PSA have joined with recently retired eight-time World Champion Nicol David to launch "It's Mine". The campaign is designed to increase awareness of the women's tour and raise the participation of female athletes on the PSA Tour.Find out more here ➡️ ow.ly/yZkR50usJXJ#ItsMine
Posted by Squash – PSA World Tour on Thursday, 30 May 2019
While she will be the key driving force, the campaign will also include ambassadors who right now are Raneem El Welily (world No 1), Nour El Sherbini (three-time world champion), Nour El Tayeb (world No 3), Camille Serme (world No 4), Sarah-Jane Perry (world No 6), Amanda Sobhy (world No 8) and Tesni Evans (world No 9).
According to PSA, the ambassadors have each selected a value to embody and which will match a quality found among players on the PSA World Tour.
These values will be revealed through a multimedia campaign, with the ambassadors travelling to tournaments on the PSA World Tour and PSA Challenger Tour holding talks that will galvanise up-and-coming players.
“I hope this inspires every one of you in the upcoming months and that you share with us this journey!” said David in a statement.
PSA chief executive Alex Gough said: “When Nicol approached us about launching a joint campaign, we were delighted to get involved and wholeheartedly believe that the “It’s Mine” campaign will allow our players to engage with the sport more than ever before.”
Members of the public can participate in the campaign by joining contests and posting on social media the values that define them using the #ItsMine hashtag.
The campaign will appear across 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.