Global Edition

Performance54 rebrands to ‘54’

10.02am 26th June 2024 - Marketing & PR

Global sports agency Performance54 has unveiled a new brand identity which is designed to represent ‘its passion for pushing the edges of conventional wisdom through creativity and innovation’.

The rebrand to ‘54’ is said to reflect both the bold founding principles of the company and asserts its mission to be a catalyst for positive change across sport. 54 also ‘symbolises the attitude and philosophy of the business, which is underpinned by a never-say-die approach in pursuit of perfection’.

Since inception in 2015, 54’s services have been in high demand, resulting in its naming among the fastest growing companies in Europe (4th and 12th in Sunday Times Virgin Atlantic Fast Track 100 for 2019 and ‘20, respectively, and 171st in Financial Times’ FT1000 2021, a list of the fastest growing companies in Europe) and four times as the ‘Golf Business of the Year’ at the World Golf Awards, most recently in October 2023.

54 has been increasingly employed by rights holders, governing bodies, brands and major investors who share a belief in the need to adapt outdated thinking to capture new opportunities and unlock the full power of sport. Its ever-growing team of 180-plus associates and partners are now engaged across three core service areas each consisting of two divisions: 1. Strategic Advisory (Consultancy and Data & Insights), 2. Asset Optimisation (Operations and Commercial Rights Management), 3. Activation & Engagement (Events and Marketing).

Jed Moore, 54 co-founder and group CEO, said: “We are living through a paradigm shift in sports. Emerging new formats, frequent changes in consumption patterns and fan behaviour, displacement of commercial rights, and the role of tech in unveiling previously unseen horizons, are causing stakeholders across sports to reevaluate and shift gears to course correct.

“Our business has been at the forefront of a series of exciting movements in sport, 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.”

Find out more about 54 at the newly launched and across social media @_weare54.


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