Leading sports research consultancy SPORTS MARKETING SURVEYS (SMS) has extended its longstanding partnership with Tennis Europe. As part of the agreement, SMS will present the results of new insight at Tennis Europe’s Top Executives Meeting in Crete in March 2020. This brings together the thoughts and opinions of Europe’s leading executives across the national tennis federations on the state of the sport, and the challenges and opportunities it faces in the coming years.

SMS’s relationship with Tennis Europe has operated since 2004, running programmes like the Next Generation player study and tennis stakeholder research. It has also collated the data behind all four editions of the triennial European Tennis Report. The latest report was published in November 2018 and is available free of charge from the Tennis Europe website.

Tennis Europe is the largest regional association of the sport’s governing body, the International Tennis Federation. Representing 50 member nations across the continent Tennis Europe oversees the growth of the European game and organises a series of independent competitions and events across all age groups.

Commenting on the partnership, SMS Managing Director John Bushell said “We are delighted to renew our relationship with Tennis Europe. We recognise their fantastic efforts to grow the sport across the continent, by supporting the national governing bodies and offering competitive pathways for everyone from future stars to senior players. We have enjoyed working with many of the member nations collectively and individually, and look forward to supporting many new and old friends through 2020 and beyond.

Tennis Europe CEO Thomas Hammerl added “We value the partnership with SMS. This agreement helps Tennis Europe to stay ahead of the curve and ensure that we can provide meaningful insights for our member nations and partners as we work towards securing and enhancing the future of the sport in Europe.”

The agreement reflects SPORTS MARKETING SURVEYS’ ongoing commitment to tennis research across the globe. As well as the Tennis Europe relationship, SMS partners with the Tennis Industry Association in the USA  to deliver quarterly tennis shipment research monitoring sell-in to the American market as well as 21 markets worldwide, and is the source of participation research in many markets that the sport relies on to monitor play levels.

Meanwhile SMS has delivered at-event research for Wimbledon for over 35 consecutive years, and at Roland-Garros since 2015. Together with ongoing consumer and retailer facing studies for the major racquet, ball and apparel brands in the sport, SMS offers a holistic approach to tennis research. By doing so, the company provides brands, retailers, clubs, federations and event operators with the information they need to identify new sources of revenue, build stronger brands and appeal to new audiences.

For information about SPORTS MARKETING SURVEYS’s tennis research programme, please contact Edward Willis at ed.willis@sportsmarketingsurveysinc.com or ring the office on 0044 1932 345 539