Team 2017-06-25T21:48:43+00:00



Our team has an extensive track record of working with major international and national sports stakeholders from all areas of the sports and entertainment industries. By understanding the requirements and expectations of these organisations we can provide advanced research programmes, in-depth advice and consultancy.



Managing Director and Founder

team-photos-fs-2Recognised by his peers as one of the foremost practitioners in global sports business analysis and research, Frank has over 18 years international experience, working with some of the world’s leading sports rights holders and sponsors including Rolex, Visa, Peugeot and Goldman Sachs.

Frank has developed and led multi-million pound research agencies including Comperio (formerly part of IMG), IFM Sports Marketing Surveys and most recently formed SMG Insight, a next generation sports analysis and research agency in partnership with YouGov, the UK’s largest independent full service research company. He also advises several FT250 companies and is a sought-after speaker in the sports industry.

M: +44 (0) 7973 134 771



Commercial Director


Charlie joined SMG Insight in April 2016 to develop new market opportunities as the company continues to grow internationally, as well as helping established and future clients get the most from SMG Insight’s market-leading tools and research techniques.

With over 15 years’ experience in the sports and sponsorship field, Charlie’s most recent role was as  Business Development Director at GMR Marketing, where he secured multiple new clients such as Infosys and the Longines Athina Onassis Horse Show.  Prior to that he was Managing Director at Repucom UK, where he successfully retained the agency’s largest account, The Premier League.  Charlie also spent more than 10 years with MediaCom, leading a range of sponsorship activation campaigns including Snickers, Nokia and Dell, as well as previously being responsible for perimeter advertising sales at Sports and Outdoor Media.

M: +44 (0) 77 1752 2029



Director, Scotland

team-bruce-cookBruce Cook is the former Head of Sponsorship for The Royal Bank of Scotland Group where he worked from 2008 to 2014. Bruce’s career in sport & marketing spans 20+ years and includes ProServ (professional tennis), the US Olympic Committee and the NFL Europe League. Prior to joining RBS, Bruce was General Manager of the Scottish Rocks, Scotland’s only professional basketball team.

Bruce is American, born in Philadelphia, and has lived in Scotland since 2001.  He holds a degree in Marketing from the University of North Dakota and a Masters degree in Sports Management from the University of Massachusetts at Amherst. He currently serves on the Board of Directors for Scottish Sports Futures, a Glasgow-based charity delivering ‘Education through Sport’ programmes to disadvantaged children.He is regularly sought for insight on the commercial side of sport.

M: +44 (0) 7780 456 783



Senior Vice President, US

team-tracy-schoenadelTracy Schoenadel joined SMG Insight from Kantar Media where she was Vice President of the U.S. office for sports intelligence.  From 2000 to 2007, she was the Executive Director of the industry-leading ESPN Sports Poll.  She has 25 years of experience in the sponsorship and advertising industry.

Tracy also has held academic positions at University of Massachusetts Amherst, New York University, University of Richmond and University of Connecticut.  She also has written chapters in two academic textbooks addressing the methodologies of sponsorship research. Tracy was the original managing editor of the publication, Sport Marketing Quarterly.  Tracy also is one of the leading authorities in sport marketing and sponsorship research and has been quoted in such publications as USA Today, Advertising Age, Wall Street Journal, Sport Business Journal, Detroit Free Press, Forbes and Fortune.

She received her degree in Sport Management at West Virginia University.

M: +1 646 537 9835



Senior Vice President, India

team-joseph-eapenJoseph Eapen is the Senior Vice President of SMG Insight, heading SMG India. Mr. Eapen joined SMG Insight from Repucom where he was SVP South Asia. Prior to that, he was at Media Research Users Council (MRUC), an industry body in India, where he was CEO and responsible for the Indian Readership Survey 2010 (the largest readership study in the world).

He has 20 years’ experience in marketing research and media measurement. Prior to MRUC, he was CEO of aMap, the second largest overnight TV ratings company in the world.

M: +91 900 444 6364



Head of Consumer Insight

team-sara-eddlestonSara has over 20 years’ experience in the global market research industry and joined SMG Insight in October 2016 to lead the consumer insight division, maximising the benefits offered to clients through the company’s advanced range of research techniques and its unique partnership with YouGov.  Sara’s career background includes over four years as Consumer Insight Manager within the sports sector of Sodexo, acting as sole point of contact for the UK and Ireland and working with clients including Royal Ascot, The R&A and Everton Football Club.  Sara also spent several years as Account Manager at Canadean, delivering significant sales growth across Europe for international brands such as Pepsi, Unilever, Nestle and Danone.

T: +44 (020) 7012 6164



Advisory Board Member

team-michael-paskMichael is a dynamic self-motivated leader who has over 25 years experience working for WME IMG, the world’s largest Sports, Entertainment and Media business as a Senior Vice President. In this time he has worked in event planning, organisation and implementation. He has experience in the acquisition of companies as well as the integration of them post acquisition. He has turned around the International Academy business from a loss making enterprise to a highly successful global operation. In creating the Golf Advisory Business he delivered knowledge and skills to a global list of clients including HSBC, French and Italian Ryder Cup bids (both successful) as well as a host of other digital, corporate and development clients. Michael has a First Class degree in Geology and a Blue from St Andrews. He sits on the Sport Relief Steering Committee; The GEO Advisory Council and also Make-A-Wish Corporate Alliance Committee.


Associate Director, Media Research

Ted-HarwoodTed joined SMG Insight in 2010 and is responsible for the media research team. Specialising in key data analysis and evaluation across a broad spectrum of media sources along with the creation of sponsorship partner rights models, he also manages key accounts such as ATP Media and the WTA. Ted has also been actively involved in the development and delivery of SMG Insight’s proprietary dashboard, the SportsBoard.

T: +44 (020) 7012 6091



Associate Director, Consumer Insight


Stuart is responsible for SMG Insight’s Consumer Team, having joined the company in 2012. Working in close partnership with YouGov, he manages all aspects of consumer, market and event insight projects for rights holders, event owners, sponsors and agencies including The FA, bSkyb, Barclays. Stuart’s specialist skills in methodology and data analysis ensure SMG Insight’s consumer-related research is tailored to the specific requirements of each client.

With a career background in market research, Stuart previously worked for an engineering and consultancy firm and holds a Masters Degree in Research Skills from Keele University.

T: +44 (020) 7012 6173