Squash Australian Open secures new naming rights partner

Having been elevated to one of the leading events on the PSA Squash Tour, Australia’s premier tournament has secured Easy Times Brewing Co as their new naming rights partner.

The Easy Times Brewing Co. Squash Australian Open will be held from 11th to 16th March 2025 and is one of just seven Gold-level events on the 2024/25 PSA Squash Tour.

Founded in 2020, Easy Times Brewing Co. started as an independent Brewpub, nestled in the Logan Road Precinct, they colloquially call “Gabba Lane”, directly across the road from the Gabba stadium, in Brisbane. While the award-winning brewery has now moved off site, so has its product with Easy Times beverages available online and in venues across Queensland and beyond.

Squash Australia Chief Executive Robert Donaghue welcomed the opportunity to partner with a company on an uphill trajectory.

Donaghue enthused “I’m really pleased to welcome Easy Times Brewing Co. on board as naming rights partner for the 2025 Squash Australian Open. As an organisation and as an event, we’ve targeted innovative brands looking to grow along with us.

“We’ve been on a journey with the Australian Open over the last three years from the Challenger Tour up to a PSA Squash Tour Gold event and having organisations like Easy Times Brewing Co. to support us in the delivery of the event and grow with us is really exciting.”

The PSA Squash Tour Gold status brings the event an unprecedented, combined prize purse of over $US200,000 making it the richest squash tournament ever held in this country, which is certain to attract a high-quality field to Australia in March. 

Greg Kimmings, Co-Owner and Managing Director of Easy Times Brewing Co. said the company was excited to be a part of the tournament as it returns to an event of great significance on the PSA Squash Tour.

Kimmings added “we’re a very sports-focused and sports-centred beverage and lifestyle brand, so to partner with Squash Australia to help deliver this event is an exceptional opportunity for us to grow and help the sport grow.

“It’s very enticing to be able to connect to this to deliver what we believe will be a world class event.”

The partnership is not just limited to the name of Australia’s premier squash event, with Easy Times Brewing Co. set to be part of an increased level of off-court event experience.

Donaghue continued “The fan experience at the event is something we really want to elevate next year. Partnering with Greg and the team at Easy Times Brewing Co. to bring that to a new level for a squash event is really important to us.

“Having great product available while you’re at the event and even activations in and around the venue itself will make coming to the Australian Open a really exciting opportunity for both the squash community and those experiencing the event for the first time.”

Easy Times Brewing Co. also announced it is currently developing two new products which will complement the independent beer brand’s association with Squash in Australia.

“It’s pretty special to be able to work with Squash Australia on a couple of really exciting products tailored specifically to the squash market, players and supporters,” said Kimmings.

“We will be announcing some news very shortly about two dedicated products being released both for the Open and for squash more broadly across the country. Stay tuned.”

Squash Australia and Easy Time Brewing Co. have engineered the partnership in a way which goes beyond the tournament and has the ability to connect with clubs and players across the country.

“Easy Times Brewing Co. is going to have a really great offering for our clubs and community to enhance the experience even at the local squash club,” said Donaghue. “The deep penetration of this partnership right throughout the community is really important.”

Venue and ticketing information for the Easy Time Brewing Co. Squash Australian Open will be released next week.

Image. Greg Kimmings, Co-Owner and Managing Director of Easy Times Brewing Co. with Squash Australia CEO, Robert Donaghue