Hightower has become the exclusive wealth management partner of US Squash as the racket sport gets ready to make its Olympic debut at the 2028 Summer Games in Los Angeles.
The deal marks an entry into sports marketing for Hightower, which manages more than $350 billion in client assets as one of the nation’s largest RIA aggregator firms. Financial terms of the multi-year sponsorship were not disclosed, but Hightower’s deal marks the “largest sponsorship commitment in US Squash history.”
Moving into sports is part of a plan to increase brand visibility for Hightower, which launched what it calls a “direct-to-consumer” advisory division called Signature Wealth last fall. Signature Wealth has crossed nearly $30 billion in AUM across more than 25 advisor locations.
“We launched Hightower Signature Wealth as our first real step into a consumer brand last October. We've been feeling out, how do we want to get the brand out there? How do we want to grow visibility,” CMO Jenn Anderson told InvestmentNews. “The demo [with squash] is pretty similar. There's a ton of overlap in their community with folks interested in wealth management, financial services, just thinking about longevity and health and wealth. Those are all areas where we can add a ton of value.”
Hightower will have brand sponsorship activations at the 2026 Desai Family U.S. Women’s and S.L. Green U.S. Men’s Squash Championships and U.S. Open Squash Championships, which will all be held at the Arlen Specter US Squash Center in Philadelphia, Pa. The Olympic debut of men’s and women’s squash will be held at the Comcast Squash Center on the grounds of Universal Studios in Los Angeles.
Hightower’s deal with US Squash follows other industry activity in sports, including the NFL’s multi-year deal announced earlier this month to make U.S. Bank its official bank and wealth management sponsor. JP Morgan has been a longtime sponsor of the Tournament of Champions, a professional squash event hosted on a court inside Grand Central Terminal in New York.
“Organic growth is a goal through it, we think there's absolutely a benefit to being visible there for us to engage in that area of interest for clients and for prospects,” Anderson said of Hightower’s squash sponsorship. “Hightower not only looks to grow organically, but also is always looking to attract growth oriented advisors. And so you know, however, we can build off the squash community and visibility will be a goal.”
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