The London Squash Classic presented by Bassim Haidar returns to Alexandra Palace this week, bringing world-class sport and significant economic activity to North London. The five-day tournament (September 3-7) represents a growing trend of premium sporting events choosing London as their preferred destination.
The PSA Gold-level event attracts international competitors from over 15 countries, generating substantial hospitality and tourism revenue. Players, coaching staff, and international media will contribute an estimated £2.5 million to the local economy through accommodation, dining, and transport services across North London.
Presenting sponsor Bassim Haidar, the Lebanese-British entrepreneur and philanthropist, continues his investment in British sport through the tournament partnership. Haidar’s backing underscores the commercial viability of squash as a spectator sport, particularly when staged in prestigious venues like Alexandra Palace Theatre.
“Premium sporting events like this demonstrate London’s continued appeal as a global sporting capital,” said tournament director James Willstrop. “The combination of world-class facilities, international accessibility, and strong local support creates compelling value propositions for sponsors and broadcasters.”
The tournament features prize money increases from the inaugural 2024 event, reflecting growing commercial interest in professional squash. Top seeds include British Open Champion Diego Elias and USA No.1 Olivia Weaver, with defending champions Paul Coll and Sivasangari Subramaniam returning to compete.
Alexandra Palace, already a major entertainment venue generating millions annually for the local economy, benefits from additional event programming during traditionally quieter periods. The Theatre’s unique configuration provides intimate viewing for squash while maintaining the venue’s premium positioning.
Broadcasting partnerships extend the tournament’s reach to international markets, with live streaming and highlight packages distributed globally. This media exposure provides valuable promotional benefits for London tourism, particularly showcasing North London’s cultural and sporting attractions.
The event’s success reflects broader trends in sports entertainment, where intimate venues and premium experiences command higher ticket prices. Corporate hospitality packages have sold strongly, indicating robust demand from London’s business community for unique entertainment options.
Local businesses report increased bookings during tournament week, with several restaurants and hotels noting the event’s positive impact on mid-week trading. Transport infrastructure benefits include increased usage of Alexandra Palace station and local bus services.
Tournament organizers project continued growth, with discussions underway for expanded commercial partnerships and extended programming. The event’s positioning as London’s premier squash tournament creates opportunities for long-term venue agreements and sponsor commitments.
Professional squash continues its commercialization journey, with events like the London Squash Classic demonstrating the sport’s potential for mainstream appeal and commercial viability in major metropolitan markets.
ABOUT THE TOURNAMENT: The London Squash Classic 2025 runs September 3-7 at Alexandra Palace Theatre, featuring world-ranked professional players competing for increased prize money and ranking points.
MEDIA CONTACT: Tournament Press Office Email:media@psasquashtour.com
