SMS will be the preferred research supplier of Swedish golf’s governing body, in a move intended to better understand the dynamics of the Swedish and Scandinavian golf market.

SMS will explore the lifestyle, purchase behaviour and equipment considerations among Swedish golfers, with a view to “enabling decisions to be taken to help grow and enhance golf in the region.”

“This arrangement with SMS as our preferred supplier will allow the Swedish Golf Federation to grow and improve our service in Sweden, as well as offer further expertise and value, based on SMS’s experience, to our existing and new clients and sponsors,” said Bo Bengtsson, deputy general secretary of the Swedish Golf Federation.

Michael Dahl, sports business manager at SMS, added: “We are delighted to build on the relations we have with the SGF, and become the preferred research supplier. I am certain that we will reap the rewards of our expertise, and in turn we will be able to develop our cooperation further.”