Buffalo Groupe Acquires Research Firm Sports Marketing Surveys USA

October 5, 2022

Buffalo Groupe, LLC, a collection of agencies, events and media properties, expands its research capabilities with the acquisition of Sports Marketing Surveys USA, the industry leader in sports research.

Together with Longitudes Group, who joined Buffalo in January 2021, Sports Marketing Surveys USA (SMS), along with its ActionWatch subsidiary, will merge complementary capabilities offering clients a full range of research, analysis and insights into the purchase journey and behaviors of consumer in outdoor sports, including golf, tennis, running, surfing and skateboarding.

“Buffalo Groupe is a marketing company built on a deep understanding of the golf and related audiences,” said Kyle Ragsdale, CEO, Buffalo Groupe. “SMS and ActionWatch bring decades of leading sports industry research and insights that will greatly expand Buffalo’s capabilities both in golf and to the broader outdoor and ‘escape’ categories. We are excited to welcome the SMS team to Buffalo.”

Sports Marketing Surveys USA and ActionWatch provide a full range of quantitative and qualitative approaches, offering comprehensive analysis in more than 100 sports. With planned investments in technology combined with Buffalo’s world class marketing capabilities, current and future clients will be supported in all aspects of the demand creation process including segments, personas, targeting, campaign creation, measurement and predictive modeling.

“We are impressed by Buffalo Groupe’s vision and look forward to joining their collection of companies,” said Keith Storey, President of Sports Marketing Surveys USA. “Their expertise will help us further develop our offering while staying true to our key strengths as a business. The ways in which America plays and exercises are constantly evolving, and arguably the nation has never been more active. We are excited for the future of the sports industry and excited to support that future as part of Buffalo Groupe.”

Sports Marketing Surveys USA will now be known as Sports Marketing Surveys USA, a Buffalo Groupe Company, with headquarters remaining in Jupiter, Florida. SMS USA will also continue to collaborate closely with Sporting Insights, the new identity of Sports Marketing Surveys Inc (headquartered in the UK), to offer global insights.