Sms Consultancy Launches With Let Win

The new SMS Sports Consultancy brings together a host of leading names from across the golf and sports industry, including former ATP Tour World Finals chairman and Scottish Rugby chief executive, Phil Anderton, and former European Tour chief executive, Ken Schofield.

The consultancy’s 10 founding partners also include IMG heavyweight Carlos Canto, experienced brand strategist Kimberly Kriss and former European Tour hospitality chief David Watt.

SMS claims that its mission is “to raise the bar in sports marketing and deliver transformational outcomes for brands, rights holders and events,” based on a data-driven approach.

An initial consultancy project will see the team work with the LET to explore a new vision for women’s professional golf, with a brief to develop a new strategic plan to create a vibrant and successful programme, leading to long term growth and commercial success.

Speaking at the launch, Proctor said: “The group has a unique perspective drawn from an unrivalled breadth and depth of executive level experience in a range of sports.

“Their hands on experience, coupled with our validated insights and proprietary data are a special combination, supporting informed and effective decision making that give our clients a distinct advantage.

“Crucially the team are also sharp, savvy thinkers who challenge the industry status quo and are honest and direct about challenges faced and the solutions needed.”

Ladies European Tour executive chairman Mark Lichtenhein commented: “The timing of this consultation project could not be better, following the launch of The R&A’s Women In Golf Charter, which aims to increase the number of women and girls playing and working in golf over the next 10 years. As a signatory of the Charter, and as the major aspirational brand for women’s golf in Europe, showcasing the brightest talent, the Ladies European Tour will play a central role in the process of also identifying new avenues and opportunities for the professional game. 

“We are delighted to be collaborating with such an experienced group as part of an ambitious vision for the game.”

Martin Slumbers, chief executive of The R&A also commented: “There is a tremendous opportunity to achieve growth in golf if we can increase participation levels among women and families.

“The benefits will be felt at all levels of the sport and the Women in Golf Charter sets out a vision for making golf more inclusive and appealing for women.

“We must also ensure that we have a strong, vibrant women’s professional game and this consultation project is an important initiative to help ensure it achieves its full potential. We are committed to doing all we can to support women’s and girls’ golf from grassroots through to the professional level.”

The new company will operate internationally, with headquarters in the UK.