Buffalo Groupe Buys Sports Marketing Surveys USA

In the US, holding company Buffalo Groupe has acquired full-service specialist research company Sports Marketing Surveys (SMS) USA, and its ActionWatch subsidiary, for an undisclosed sum.

SMS USA and ActionWatch provide a full range of qual and quant approaches analysing more than 100 sports. Areas of expertise include sports participation research, dealer research, specialty retail POS data, consumer behavior, participation based geo-targeting, and strategic consulting.

The firm joins Buffalo, which comprises a collection of agencies, events and media properties that serve the 'escape industries' of golf, outdoor recreation, travel, lifestyle, real estate and active sport. Together with sports marketing research and consulting company Longitudes Group (acquired by Buffalo last year), SMS USA and ActionWatch will merge complementary capabilities, offering clients a full range of research and analysis for the purchase journey and behavior of consumers in outdoor sports, including golf, tennis, running, surfing and skateboarding.

SMS USA President Keith Storey (pictured) says his company is 'impressed by Buffalo Groupe's vision', and adds: 'Their expertise will help us further develop our offering while staying true to our key strengths as a business. We are excited for the future of the sports industry and excited to support that future as part of Buffalo Groupe'.

Web sites: www.buffalogroupe.com and www.sportsmarketingsurveysusa.com .