GMS Agency, ‘Agency of the Year’ at the 2025 Sports Business Awards, is pleased to announce the appointment of Adam Smith as Head of Communications, further strengthening its leadership team and global communications offering across its growing portfolio of clients.
Smith joins GMS with more than a decade of experience across sports journalism, PR, integrated marketing and client management in key golf markets worldwide. Most recently, he served as Chief Operating Officer at Sports Impact. Throughout his career, he has led communications strategy for global golf and sports brands, built high-impact media and creator relationships, and delivered award-winning campaigns across sport and lifestyle.
In his new role, Smith will lead communications strategy across GMS’s product-focused client portfolio, while playing a key role in shaping its global communications delivery. He will also join the Global Operating Board, working closely with regional teams to ensure a consistent, best-in-class approach across markets.
Sam Elder, co-CEO at GMS Agency, said:
“I have known Adam for some time and his reputation for delivery speaks for itself. He’s a brilliant addition to our leadership team and a statement of intent for where we’re taking the business. He brings a rare combination of deep communications expertise, genuine understanding of the golf landscape, and the ability to build lasting relationships with both clients and media.
“As we continue to grow globally, Adam will play a key role in elevating the standard of our communications offering across all markets.”
Adam Smith, Head of Communications, GMS Agency, said:
“I’m delighted to be joining GMS at a time of continued global growth for the agency, and I look forward to working alongside an outstanding team and partnering with an exceptional roster of clients. With nearly 15 years of experience in the golf industry, I look forward to supporting the agency’s clients by shaping key storylines, sharpening brand messaging and building on the excellent work already underway.”
ABOUT GMS AGENCY
GMS Agency is a global marketing and consultancy agency dedicated to the golf industry, with offices in London, Lisbon, Chicago, Dubai and Seoul. With a focus on innovative strategies and unparalleled expertise for the golf’s most revered brands, GMS partners with world-class destinations, brands, governing bodies, and events to elevate their presence and impact in the market.