Clients and Partners

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We are lucky enough to have supported the success and growth of some of the leading brands in the sports industry. Our clients and partners include brands, retailers, events, venues, federations and governing bodies from across the sporting world.


One of the world’s leading multisport and athleisure brands


Leading multisport brand and Running Retail Audit subscriber.

ATP Tour

The global men’s tennis tour is supported by Sports Marketing Surveys


A French tennis, badminton and squash company best known for working with some of the biggest athletes in the world

Badminton Horse Trials

A 5 day event, and one of the leading lights in the Equestrian Calendar.


Leading surf lifetyle brand and Actionwatch subscriber.


Specialty running market leader in the USA and Running Dealer Report subscriber.


Leading golf manufacturer and longstanding SMS client.

Decker Brands

HOKA and Sanuk brands are Running Retail Audit and Actionwatch subscribers.

European Tour

Operator of the three leading men’s professional golf tours in Europe, The European Tour, Challenge Tour and European Senior Tour.

The FA

SMS worked with the FA to support the building of St George’s Park, the new national football centre.


SMS is official research partner to the French Golf Federation, supporting participation initiatives and major events.


One of the UK’s biggest retailers and supporter of the SMS Cycling Market Data service.


Major racquet and winter sports brand. Founder buyer of the Tennis Brand Health Check.


Leading multisport brand working with SMS in golf, running and other sports.

New Balance

Leading shoe and apparel brand with over 100 years of history.


International sports retailer – Data provider and client for the Cycling Market Data Service

Outdoor Industry Association

Non-profit sports trade asssociation representing over 200 members across the spectrum of outdoor sports. PAC partner.


The R&A and USGA are custodians of the rules and practices of golf. Together they organise some of the biggest events in professional and amateur golf. SMS works with the two organisations to support key strategic projects such as the Distance Insights report.


Leading sports trade asssociation and PAC partner. Works with SMS to produce definitive participation and manufacturing research in the USA.


Leading cycling brand. Mystery Shopping, and consumer behaviour.


Leading global swimwear and accessories brand.

Sport & Recreation Alliance

The representative body for national sports organisations in the United Kingdom.

Taylor Made

Leading golf manufacturer and longstanding SMS client.

Tennis Federation Francais

The Fédération Française de Tennis organises the Roland-Garros tournament, one of the four Grand Slams, in addition to overseeing tennis at all levels in France.

Tennis Europe

Tennis Europe represents the National Tennis Federations from 50 countries in Europe and organises over 1,200 tennis events annually.

Tennis Industry Association

The official trade body for the tennis association supporting the industry with market research, increasing participation, and enhancing communications.

Tourism Northern Ireland

SMS has calculated the economic impact of Golf in Northern Ireland annually since 2013.


Leading cycling brand. Key supporter of the Cycling Market Data project.

USA Football

Governing body for youth American Football and PAC Partner.


Owner of the US Open Tennis Grand Slam and PAC partner.


Leading skate and surf lifetyle brand and Actionwatch subscriber.


Leading tennis brand and Tennis Retail Audit subscriber.


One of the four Tennis Grand Slams.