Hightower, one of the largest RIA aggregators in the United States with more than $350 billion in client assets, has entered the sports marketing arena by becoming the exclusive wealth management partner of US Squash. The multi-year sponsorship, whose financial terms were not disclosed, represents the largest commitment in the organization's history, according to US Squash officials. The deal comes as squash prepares to make its Olympic debut at the 2028 Summer Games in Los Angeles.
The sponsorship is a strategic move to raise the profile of Hightower's direct-to-consumer advisory division, Signature Wealth, which launched last fall. Signature Wealth has already accumulated nearly $30 billion in assets under management across more than 25 advisor locations. Chief Marketing Officer Jenn Anderson told InvestmentNews that the firm has been exploring ways to build a consumer brand since the division's launch, and squash's demographic alignment with wealth management made it an attractive partner.
"The demo is pretty similar," Anderson said. "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." Hightower's brand will be featured at several major events, including the 2026 Desai Family U.S. Women's and S.L. Green U.S. Men's Squash Championships, as well as the U.S. Open Squash Championships, all held at the Arlen Specter US Squash Center in Philadelphia. The Olympic competition will take place at the Comcast Squash Center on the Universal Studios lot in Los Angeles.
Hightower's foray into sports sponsorship follows broader industry trends. Earlier this month, the NFL announced a multi-year deal naming U.S. Bank as its official bank and wealth management sponsor. JPMorgan Chase has long sponsored the Tournament of Champions, a professional squash event held inside Grand Central Terminal in New York. These moves underscore a growing recognition among wealth management firms that sports partnerships can effectively reach affluent, engaged audiences.
Anderson emphasized that organic growth is a primary objective of the sponsorship. "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," she said. Hightower also aims to attract growth-oriented advisors through the partnership, building on its existing network. The firm has been active in expanding its advisor base, as seen in recent moves like adding a Texas team with $850 million in client assets.
The sponsorship aligns with Hightower's broader strategy to differentiate itself in a competitive RIA landscape. By associating with a sport that appeals to a high-net-worth demographic, the firm hopes to drive both client acquisition and advisor recruitment. The deal also positions Hightower to capitalize on the growing visibility of squash, which has seen increased investment and media attention ahead of its Olympic inclusion.
Industry observers note that sports sponsorships can be a powerful tool for wealth management firms seeking to build brand recognition beyond traditional channels. As Hightower continues to scale its Signature Wealth division, the squash partnership may serve as a template for future marketing initiatives. The firm's ability to leverage this deal will be closely watched by competitors and advisors alike.
