Live coverage of the semi-finals and finals from this week's ATCO PSA World Series Squash Finals on Sky TV is the latest breakthrough for SquashTV, the Professional Squash Association's dedicated online and TV operation launched just two years ago.
The flagship $110,000 PSA World Tour event, which features the eight players who earned the most points from the nine PSA World Series championships in 2011, is taking place at The Queen's Club in London - with the semis this Saturday, followed by the final the following day.
In addition to the Sky Sports feed, SquashTV is producing coverage for a separate world feed throughout the event on www.psasquashtv.com
The Sky programme will be hosted by Sky Sports presenter Tony Wrighton and the MC for the event is Natalie Pinkham, known for her role in the channel's Formula 1 coverage.
PSA CEO Alex Gough said: "We have been talking to Sky Sports for a few years about live coverage and we are delighted that they have now allowed us to broadcast our flagship event. Working with Perform Group, the SquashTV team that we have built up over the last two years is now able to showcase the World Series Finals in full HD and will also produce a full Sky Sports Studio presentation.
"In our bid to enter the Olympics in 2020, this full HD show, with both men's and women's finals, is another milestone in an ambition that we feel is drawing ever closer.
"Furthermore, we will also be using an 'Extreme Super SloMo' in this coverage to highlight the incredible athleticism and finesse of our great athletes. It is going to be spectacular!"
Saudi businessman Ziad Al-Turki, Chairman of the PSA, has been the driving force behind many of the sport's initiatives since becoming involved in 2005.
Vice-president of ATCO, the industrial conglomerate owned by his father which sponsors the unique PSA Tour event in London, Al-Turki will be at Queen's Club this week to oversee the best eight men and women compete for their end-of-year titles.
"We didn't really start with anything," said Al-Turki. "We had to work hard to change people's minds about squash but we now have the tools in place to succeed. Sky covering it is a step of approval, too."
Since its formation in January 2010, SquashTV has covered over 20 major events and has over 50,000 unique visitors a month, in addition to distribution to 20 broadcasters worldwide, with a potential reach of 340 million viewers.
Sky Sports 2 transmission details:
Sunday: 1400- 1700
For all the latest Tour news: www.psaworldtour.com