Global sports and entertainment agency 54 – formerly Performance54 – has strengthened its footprint and industry-leading service offering within the European market with the opening of a new office in Spain – its first on the continent.
Its ninth location worldwide will be led by Francisco de Lancastre David, who joins 54 as Director of Operations from leading golf resort Finca Cortesin, where he played a critical role in the successful staging of the Solheim Cup 2023.
After almost two decades working with world-leading sporting and leisure destinations, real estate developments and golf management companies to oversee delivery of business strategy, operations and development, de Lancastre David has gained unparalleled experience in driving commercial growth and best practice.
In his new role at the recently rebranded 54, he will be responsible for overseeing the company’s European client base, while extending the impact of its Strategic Advisory, Asset Optimisation and Activation & Engagement service pillars globally through new strategic partnerships across the sporting landscape.
Francisco de Lancastre David, said: “I am joining 54 at a hugely exciting time for the company. With the rebrand to 54, we have entered a new phase equipped with an ambitious growth strategy that seeks to extend the impact of our holistic service offering to the widest possible network of partners, helping them to achieve maximum possible impact in and through sport.
“Like many other markets, European sports stands on the brink of seismic change, owing to rapidly shifting consumption habits and myriad new opportunities where commercial strategy and positive impact are concerned. Our new Europen office will allow us to serve as an ally to stakeholders seeking to capitalise through bold thinking and creative delivery.”
54’s Sotogrande office will immediately contribute towards delivery on behalf of a portfolio of clients, including Antognolla Resort & Residences, Comporta Dunas, Details (Vilamoura) and Finca Cortesin.
It will also serve as the epicentre for expansion across the continent and was recently the location from which 54 successfully delivered event management services to the E1 Puerto Banús Marbella GP. It will reprise that role this week as 54 provides event management, commercial and marketing services to LIV Golf Andalucía at Real Club Valderrama
Ed Edwards, 54 CEO, said: “As an organisation with ambitious growth plans, being able to provide in-demand services and advice while also demonstrating local knowledge and insights is a key priority. Our new office and team based in Spain mark a significant step in our strategy to leverage rapid expansion in the EU sports market. Francisco’s vision and leadership positions 54 strongly in Spain, extending our ability to help our clients achieve the extraordinary, a goal we are passionately pursuing.”