The move is part of a brand awareness campaign which kicked off prior to the Old Trafford Ashes Test Match in August, when AJ Bell struck a three-year naming rights partnership deal with Lancashire County Cricket Club for their iconic AJ Bell Players & Media Centre.
AJ Bell then quickly moved to secure naming rights for the AJ Bell World Squash Championship too. Billy Mackay, Marketing Director of AJ Bell, explained why:
"With 1.5 million squash players distributed fairly evenly across the UK, our sponsorship of the event in Manchester is a chance to increase our brand awareness nationally."
The AJ Bell World Squash Championship is the most coveted event on the PSA World Series Tour. It will take place from 26 October to 3 November, with the quarter-finals onwards hosted at the internationally known Manchester Central (formerly G-Mex).
AJ Bell has also announced that its sponsorship of the event allows it to provide advisers who support Sippcentre with the opportunity to experience the main competition venue first hand – and even meet some of the world’s top players. Mackay explained more:
“We have a number of spaces available for squash players to get on the show court with a national level elite coach on Friday 1 November, as well as getting the opportunity to meet a few of the world’s top players.”
After the coaching sessions there is the added benefit of VIP tickets to attend the quarter final games later that night. Any advisers interested in this opportunity should contact AJ Bell via email at kirsty.zollinger.co.uk or call their local Business Development Manager.