International sports consultancy Performance54 rebrands as 54

27 June 2024 2 min. read
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International sports consultancy Performance54 – which as a partner of the breakaway LIV tour includes a key office in Adelaide – has rebranded as 54, reflecting the perfect round of golf.

Headquartered in the United Kingdom, 54 was established in 2015 by savvy sports marketeers and event managers Matt Selby, Gary Davidson and Jed Moore, with the trio now supported by a global team of around 180 professionals.

In addition to its London base, the firm has since grown to include offices in Saudi Arabia and the UAE, Spain, West Palm Beach in Florida, and Singapore, together with an outlet launched in Adelaide in 2022 and led by Nick Haslam.

International sports consultancy Performance54 rebrands as 54

“We are living through a paradigm shift in sports,” stated Moore, who serves as CEO. “Our business has been at the forefront of a series of exciting movements, which have required bold thinking and brave delivery. Our rebrand signifies both growth and diversification, and allows us to signal our intent, belief and commitment to push the edge of possibility through our work in sport.”

That work covers three primary lines, including strategic advisory & data insights, events & marketing, and operations & commercial rights management. And while 54 has worked with other sporting bodies, brands and stakeholders, including those involved in Formula One and football, it’s most commonly associated with being a key instigator in the once unthinkable disruption of golf.

Hosted at the Grange Golf Club and run by 54, the Australian leg of this year’s LIV tour (which takes its name from the number 54 in Roman numerals) attracted a lively sell-out crowd of almost 95,000 fans across three days, who revelled in the party-like atmosphere. Notably, last year’s inaugural event saw 70 percent of its initial ticket release sold to punters under the age of 45.

Haslam, who previously held chief commercial roles at the Melbourne Storm and North Melbourne Football Club – as well as earlier spending time as an associate director at PwC and consultant at Ernst & Young – said upon the rebrand that LIV Adelaide was just the beginning; “We look forward to leveraging this success and innovative approach to broader opportunities in Australia.”