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Buffalo Groupe, LLC Expands Research Offerings with Acquisition of Sports Marketing Surveys USA

Buffalo Groupe, LLC Expands Research Offerings with Acquisition of Sports Marketing Surveys USA

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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.


Clare Advisors served as exclusive financial advisor to Buffalo Groupe on the transaction.

About Buffalo Groupe, LLC

Buffalo Groupe, LLC is a collection of agencies, events and media properties that authentically serve the escape industries of golf, outdoor recreation, travel, lifestyle, real estate and active sport.  The collection is comprised of industry leading companies including Buffalo Agency, BGRM, 54 Brands, Longitudes Group, The First Call and Moments Live. Guided by our core principles of kindness, clarity and courage, our people adhere to a Groupe-wide foundational philosophy to connect brands and lifestyle audiences through content. Buffalo Groupe is headquartered in Charleston, SC with company offices in Washington, DC, Charlotte, Charleston, Portland and LA. For more information visit


About Sports Marketing Surveys USA

For over 35 years, Sports Marketing Surveys USA has provided trusted, market-leading research from junior and pick-up play to elite sport. Its annual participation research on behalf of PAC is considered the gold standard, while other key services include equipment sell-in and sell-through monitors in multiple sports. The company also offers a full range of bespoke research services. For more information, visit


About Longitudes Group:

Longitudes Group, LLC, headquartered in Portland, Oregon, is a research and marketing company

providing unique analysis on the travel and spending behaviors of active, fresh-air-seeking consumers in the US, UK, Japan, Korea and Canada. Longitudes Group started with a proprietary golfer model built by Dr. John Rooney of Oklahoma State University and partnering with Sara Killeen’s vision of modeling the spending behavior of 5+ million avid golfers mapped by county and zip code. The company has grown and now provides a broad range of market insights built on a foundation of the geography of specific sports, related participation, retail spending and demographics. Longitudes Group serves stakeholders in fitness and outdoor sports along with its deep roots in golf and travel.


For more information about Longitudes Group please visit

For media enquiries, contact

Lauren Nodzak, Buffalo Agency

(571) 565-5296

Sports Marketing Surveys operates the industry leading Physical Activity Council study of participation in the USA. Reports are available for over 100 sports.

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