DUNLOP SQUASH NEWS

1999 Shows 49% year-on-year increase in squash ball purchases

from the Dunlop Squash Update, 6.2.99     

Squash Ball purchases seen as the most reliable measure of the growth of squash

A major upturn in squash participation worldwide is predicted by Dunlop, following the announcement that or-ders for the brand's squash balls in 1999 show a massive 49% increase over the previous year.

Squash ball sales are recognised to be the barometer of the sport's health - and Dunlop, with more than 90% market share worldwide, is in a unique position to monitor this devel-opment.

Dunlop recently announced a £1million ($1.6million) investment in a new squash ball range which will be available from June this year as the focus of a worldwide campaign to increase participation.

The initiative followed an exhaustive worldwide research and development programme run in partnership with the sport's international governing bodies, the World Squash Federation (WSF), the Professional Squash Association (PSA), and the Women's International Squash Players' Association (WISPA).

"We originally planned for a global 12% increase in ball sales in the first year of our new range, but orders from all over the world so far have resulted in this staggering increase to almost 50%," said Dunlop's Interna-tional Squash Marketing Manager Paul Walters. Squash ball production at the brand's main factory in Barnsley, Yorkshire, has been increased to 24-hours-a-day, seven days a week, to keep up with the demand.

"There has been universal acceptance from squash-playing nations all over the world to our new squash ball pro-gramme," added Walters. "This latest response - which will see us produce more squash balls in a single year than ever before - has fully justified Dun-lop's million pound investment."

Ted Wallbutton, Chief Executive of the WSF, commented: "We are delighted that the new range of Dunlop balls has been so well received in our 130 squash-playing nations. The mar-keting strategy behind the range was formulated by people with a great knowledge of, and love for, squash - and we are confident that this initial enthusiasm will lead to a higher levels of participation and enjoyment."

[read also the announcement of a major new squash ball family from Dunlop]