England Squash appoints New Reach PR
Sport and social impact communications agency New Reach PR has been appointed by England Squash to support with growing the profile of the sport ahead of the 2022 Birmingham Commonwealth Games.
New Reach PR is supporting with the national governing body’s campaigns in 2022 which aim to raise the sport’s profile as well as engage new and diverse audiences, through impactful media coverage, ultimately helping with increasing participation for the sport amongst young people.
The agency, founded in 2021, has risen in prominence over the last 12 months and is becoming recognised as a world-leading communications agency specialising in telling powerful stories of sport and purpose. New Reach PR has worked with the likes of Laureus, EFL, Beyond Sport, London Youth Rowing, Commonwealth Games England, Alliance of Sport in Criminal Justice and many more.
Commenting on the announcement, Managing Director of New Reach PR, Nick Rewcastle said:
“In this, the year of the Commonwealth Games coming to Birmingham, it’s squash’s year to shine, and we can’t wait to be a part of that journey. We saw in 2018 the popularity of the sport after the Games, with incredible results from the likes of James Willstrop and Sarah-Jane Perry, and are confident that the nation will be gripped this year.
“For us, what is truly stimulating, is the link that major events and elite athletes have to crucial areas of life such as participation levels and engagement in sporting activity. England Squash is trying to increase the number of young people taking part in the sport, giving access thorough programmes such as Squash Stars, and we are extremely excited to be delivering this important work.”
Donna Helmer, Marketing and Communications Manager at England Squash added:
“We’re thrilled to team up with New Reach PR and look forward to working closely with them to help deliver on some of our key campaigns this summer including Squash Stars and the Commonwealth Games.
“We were hugely impressed by New Reach’s previous experience and depth of understanding of the sports sector. We have an ambitious vision to create a thriving and diverse squash community, and New Reach is the perfect partner to help us realise it.”
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Inactivity is quietly draining our economy, health system and communities. Sport England’s latest research is a wake-up call: equal access to sport and exercise could unlock £20 billion in savings and productivity gains for the UK. That’s not just a health issue, it’s an economic imperative. The data is compelling: For every £1 invested in grassroots sport, £4.38 is returned in savings and benefits. Grassroots sport contributes £36 billion annually to the economy and generates £14 billion in tax revenue. Yet inequalities persist. Those with disabilities, lower incomes, and black communities remain the least active. At New Reach, we believe the solution is clear: movement. Sport isn’t just about participation; it’s about inclusion, opportunity, and impact. Every mile run, every game played, every community initiative matters, not just for health, but for economic resilience and social cohesion. As the government prepares its Budget, the questions are: How do we make sport accessible for everyone? How do we turn participation into a national priority? Because the cost of doing nothing is too high. At New Reach, we help brands, rights holders, and organisations turn this challenge into opportunity. Through strategic PR, creative campaigns, and partnerships, we amplify the benefits of sport - driving participation, tackling inequalities, and delivering measurable impact for communities and the economy.
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