The Professional Squash Association (PSA), the governing body for men and women's professional squash around the world, has extended its contract with PERFORM Group which will see the digital sports content provider retain the audio and visual rights to the association’s events until 2017.

The extension allows PERFORM to stream more than 300 matches from the PSA World Tour to bookmakers around the world via its Watch&Bet service.

Using the association’s official online streaming channel, SQUASHTV, Watch&Bet will be able to provide coverage of the main events in the squash calendar to some of the world’s largest sportsbook operators. This is hoped to open up the sport to a wider audience as well as generating new revenue stream for the PSA, the company said.

The PSA has worked with PERFORM over the past five years. Describing the company as a leading expert in the sports video sector, the association’s chief executive Alex Gough said he was delighted to be able to continue the association.

“We feel the service provided by Watch&Bet perfectly complements the service that we offer squash fans via our own online channel, SQUASHTV, and feel certain that the agreement will reap further benefits for us over the course of the next few years,” Gough explained.

PERFORM’s managing director of content distribution Ross MacEacharn added: “We’re delighted to continue our partnership with the PSA across our Watch&Bet service.

“The platform provides the sport with an opportunity to commercialise content in regions and sectors that were not previously available and form an integral part of squash’s future developments,” he said.