Global Edition

Asia’s golfing habits revealed

4.03pm 27th September 2021 - Management Topics

A pioneering research programme by sports and leisure specialists Sports Marketing Surveys is assessing the playing habits of Asia’s golfers. The research marks the first pan-Asian golf research study and fills an important need for the region’s golf federations, venues, brands and retailers.

Major successes like Hideki Matsuyama’s Masters triumph, Yuka Saso’s win at the Ladies’ US Open, Mone Inami’s silver medal and CT Pan’s bronze Medal at the Tokyo 2020 Olympics have already boosted Asian golf in 2021. The playing habits survey builds on this impetus, generating actionable insight that federations, brands, retailers and events across Asia can use to grow the game at grassroots level.

The survey is the first major project unveiled by Sports Marketing Surveys Asia since its launch in March 2021. Operations on the continent are led by Eric Lynge, Special Advisor to SMS who is driving SMS’ expansion of services across all sports in the Asia Pacific region.

The research questionnaire was made available in seven languages, taking advantage of SMS Asia’s local links and specialist distribution partners. In total, more than 10,500 responses were received from golfers across the continent.

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