Azalea, the international golf, tourism, and lifestyle PR and marketing agency, announced the appointment of Eric Lynge as a regional advisor and consultant, continuing its strategic expansion into the Asian market.

Lynge, a Singapore-based industry veteran with over 30 years of senior leadership experience in golf and sports media, will work to strengthen Azalea’s network among key golf industry partners, media, and facilities across the Asia-Pacific region. His focus will include enhancing the company's presence in key markets such as China, Korea, Japan, and Southeast Asia.

Lynge’s extensive background includes leadership roles with the Asian Golf Industry Federation and the Asian Tour, in addition to his current position as a director of Sporting Insights Asia.

Luke Frary, Managing Director at Azalea, said, “Strengthening our footprint in Asia is a pivotal step for Azalea. Eric’s addition gives us unrivalled knowledge, insight, and connections throughout the region, enabling us to deliver even greater value for resorts, destinations, and brands looking to engage with golf’s fastest-growing, most dynamic market.”

Eric Lynge commented, “Asia is now a centre of gravity for golf innovation and industry partnerships. I look forward to harnessing my network and experience to help Azalea and its clients achieve outstanding results in the APAC’s diverse and vibrant marketplace.”