Buffalo Groupe, LLC, owner of several agencies, events and media properties, has acquired Sports Marketing Surveys USA (SMS), extending its research capabilities. Terms were not disclosed.
Along with SMS subsidiary ActionWatch, SMS will “expand Buffalo’s capabilities both in golf and to the broader outdoor and ‘escape’ categories,” states Kyle Ragsdale, CEO, Buffalo Groupe.
The other outdoor categories include tennis, running, surfing and skateboarding.
Keith Storey, president of SMS USA, observes, “The ways in which America plays and exercises are constantly evolving, and arguably the nation has never been more active.”
In addition, Buffalo Group says it can assist with the demand-creation process including segments, personas, targeting, campaign creation, measurement and predictive modeling.
Based in Jupiter, Florida, SMS USA will continue to collaborate with Sporting Insights, the new identity of Sports Marketing Surveys Inc., headquartered in the UK, to provide global insights.
Buffalo Groupe is. comprised of Buffalo Agency, BGRM, 54 Brands, Longitudes Group, The First Call and Moments Live. Clare Advisors served as financial advisor to Buffalo Groupe on the transaction.