NEWS24 January 2024

Circana to buy golf data firm

Data analytics Leisure & Arts M&A News North America

US – Consumer behaviour business Circana, formerly IRI and The NPD Group, has agreed to acquire golf industry market research firm Golf Datatech for an undisclosed amount.

Golf ball

The acquisition, which is expected to be completed by March 2024, will see Golf Datatech’s data assets and team augment Circana’s existing sports tracking and insights.

In addition, Circana will be able to expand its coverage of the US golf market to include all major channels of retail sales, including golf specialty, green grass shops, mass retailers, sporting goods and e-commerce.

Following the acquisition, Golf Datatech will operate as a wholly owned subsidiary of Circana, with plans to integrate Golf Datatech’s data assets into its Liquid Data technology platform.

Golf Datatech was founded in 1995, expanding into consumer research, strategic sales and marketing consulting in 1998, and operates in the UK, US, France, Germany and Sweden.

Kirk Perry, president and chief executive officer at Circana, said: “Golf Datatech’s market leadership, combined with Circana’s existing capabilities, will provide clients with a more comprehensive view of the market and unmatched insights to drive their growth.

“This acquisition supports our strategy of providing clients with a complete view of the customer, store and wallet across categories and geographies.” 

Tom Stine, founder and one of the three principal partners at Golf Datatech, added: “We are pleased and excited to join the talented team at Circana, advancing a shared vision of accurate and timely insights that empower companies to make informed decisions.

“Over the last nearly 30 years, we have carved out a unique place in the global golf industry providing unbiased insights, and we look forward to bringing our expertise and proven track record of success to Circana to be able to offer more valuable insights and solutions to clients around the world.”