Sporting Insights has extended its longstanding contract as the official Equipment Census Supplier of the DP World Tour.
Sporting Insights will continue to monitor the equipment used by every player at every DP World Tour event. The 2026 season began with the BMW Australian PGA Championship, and features a minimum of 42 tournaments in 25 countries, culminating in the season-ending DP World Tour Play-Offs in November.
The equipment census supports brand and Tour marketing efforts and deepens connections between the Tour, its fans and their favourite players. Players’ bags can be viewed on www.smsontour.com and @sms_on_tour on Instagram.
A dedicated website offering fans a historic library of club usage plus a range of social and community features launched in 2025. For more information about the equipment census and how it operates, please read our 2025 interview with Sporting Insights’ Head of Tour Operations, John Whyte.
“We’re delighted to extend our contract as an Official DP World Tour Supplier for 2026-2030,” said John Bushell, Managing Director of Sporting Insights. “Our involvement with the Tour, undertaking the first evaluation of the equipment used by the players, goes back to 1995 and we have been privileged to have a front-row seat to its development and international expansion over that period. The data is relied on by golf industry clients, while SMS On Tour has grown to play an important role for golf fans over recent years.”
Richard Bunn, Chief Revenue and Content Officer at the DP World Tour, added: “The equipment census has long played an important role for manufacturers and the Tour. It has grown in visibility over recent years to meet demand from fans who want to know what the players are using and to help offer them meaningful ways of connecting with players and experiencing new products, many of which debut on the DP World Tour. Sporting Insights conducts the census efficiently and accurately. Their team are polite, discreet and sensitive to the needs of players and caddies under tournament pressure, and we’re delighted that the project remains in such safe hands.”
John Whyte, Head of Tour Operations at Sporting Insights, reflected: “The DP World Tour is like one big travelling family, with so much hard work going on in front of the cameras and behind the scenes. I’ve been travelling with the Tour for 20 years, and I feel very lucky to have got to play a small part in it for such a long time. We’ve got a great team and big plans. I’m really excited to help more people to connect to the manufacturers, the DP World Tour, and its players through SMS on Tour.”
Sporting Insights delivers analytics to inspire a more active world. Working with sports events, brands, venues, retailers, governing bodies and other stakeholders across the world, its data and insights support key strategic decisions from marketing to product and service design and delivery.
For more information about Sporting Insights’ tour operations, please contact john.whyte@sportinginsights.com
