Global Edition

SMS appoints special adviser for Asia region

9.49am 17th November 2020 - Corporate

Sports Marketing Surveys has enhanced its global operations with the announcement of a new special adviser for Asia.

Eric Lynge, who has 25 years’ experience in leadership positions within the media and sports industry in Asia, will take on the challenge of expanding SMS’ operations in the region.

Lynge will combine a part time role with SMS with his duties as head of the Asian Golf Industry Federation (AGIF), where he has been Chief Executive since 2014. He has previously worked as Senior Director with the Asian Tour, and in the media industry with Discovery Inc and ESPN Asia. His multi-national career has taken him from his home in Canada to the USA, where he obtained an MBA in the Thunderbird School of International Management before moving to Asia.

SMS has launched and operated research on behalf of sports and leisure businesses headquartered in Asia, and also has a strong pedigree providing fieldwork within the region. An international shipment programme for racquet sports collected quarterly sales into markets on the continent for almost 20 years, and Asian voices have been heard as part of major multi-market research programmes on behalf of international governing bodies such as the ITF, and The R&A and USGA.

Lynge will focus on growing SMS’ presence in the region in the company’s core sports including Golf, Cycling, Outdoor and Tennis while also launching new lines of business in activities, venues and events beloved by the continent.

John Bushell, Managing Director of Sports Marketing Surveys, commented: “It’s a real coup to be able to invite Eric to join the SMS team. The blossoming of Asian sport is not a new phenomenon, but there are still huge opportunities for providing actionable market and sports insight. Eric’s unique experience and exposure in the Asian sporting landscape will be a major asset to our current clients and partners, as well as to those companies who may be being introduced to SMS for the first time.”

Lynge, who has been based in Asia since buying a one-way ticket to Hong Kong in 1987, added, “I’m delighted to join SMS. Throughout my career I have put research at the forefront of mine and my teams’ decision making, and since coming into contact with them in my role at AGIF, I have had a deep respect for SMS’ insights. It has been one of my privileges over my 25 years living and working in Asia to build relationships with a fascinating and diverse range of stakeholders across the sports and leisure industry and I look forward to exploring how SMS can enhance their businesses.”

Eric can be contacted at

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