Sports Marketing Surveys (SMS), a sports specialist market research consultancy with global reach and 35 years’ experience, has joined the Asian Golf Industry Federation (AGIF).
As part of the new relationship, SMS will be providing insights and recommendations that will, alongside other work, help to drive all elements of the AGIF’s programmes, which support the development of a sustainable industry by sharing best practices from across the diverse continent.
SMS is an official partner for research services with many golfing organisations, including the European Tour, England Golf, FFGolf, and The Swedish Golf Association, and it works closely with The R&A and the European Golf Association to monitor the key trends affecting the sport internationally.
Richard Payne, Director of Sports Marketing Surveys, who signed the partnership on behalf of SMS, commented: “It is a pleasure to join forces with the AGIF. We have had many discussions on the market dynamics and challenges and opportunities facing golf in Asia with the AGIF, and as such it makes strategic sense to be part of the organisation.
“The markets for current and potential golfers from Turkey to Tokyo and everywhere in between are enormous. We are optimistic that with more widespread insight and analysis, the golf industry in Asia can rapidly build on the strong foundations that the AGIF have carefully put in place.”
Eric Lynge, CEO of the AGIF, added: “It’s great to have SMS on board. We believe in an insight-led industry, and SMS’ work in golf is well known and respected. The AGIF and the Asian market will be able to benefit from their expertise and we look forward to working with them in the future across our portfolio of plans and objectives.”