Golf Business News – SMS strengthens team with Anstiss appointment


Sports Marketing Surveys has appointed Sue Anstiss to extend its expertise and reach in the area of female sport.

A trustee of the Women’s Sport Trust charity, Anstiss was awarded an MBE for her services to grassroots and women’s sport in 2018. Former CEO of sports PR agency Promote, she founded Fearless Women in 2020, and is host of the award-winning podcast The Game Changers, which celebrates trailblazing women in sport, a while her book ‘Game On: The Unstoppable Rise of Women’s Sport’, will be published in 2021.

SMS, which has a pedigree of over 35 years in sport, is keen to expand its client base in the thriving space of women’s and girls’ sport. SMS has led a variety of research projects into women’s experiences in sport, including in football and golf. It also works with a wide range of sports and fitness brands, federations, events, and retailers targeting female audiences.

Reflecting on Anstiss’s appointment, SMS Managing Director John Bushell said: “We have witnessed a significant growth in women’s sport in the past decade, from commercial investment in sponsorships, broadcast rights and player contracts through to increases in viewers, live spectators and participation.

“In many sports, if women are actively involved, this broadens the appeal for families, and creates greater participation for both children and adults alike of all genders. Women’s involvement is the key for a healthy industry and inclusive sport going forward. Sue is one of the most respected and well-connected experts in women’s sport today, and we’re thrilled that she’ll be joining our team this autumn to advise us as we extend our work in this area.”

Speaking about her new role, Anstiss said: ‘I’ve much admired the professionalism and expertise of SMS, having crossed paths with them over 30 years working in the same sector. It was exciting in our first meeting to explore the potential opportunities to enable right holders, sports bodies and brands to maximise the extraordinary development in women’s sport, and in the process help drive future growth in investment and participation.”



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