Global Edition

Partnership between Performance54 and Rick Shiels signals start of a new era

10.29am 13th April 2016 - Media

Rick Shiels (right) and Gary Davidson, Performance54, Director of Client Relations at the announcement of the partnership
Rick Shiels (right) and Gary Davidson, Performance54, Director of Client Relations at the announcement of the partnership

As the reach and influence of online broadcasters continues to grow with the evolution of ‘new’ media, Performance54 is delighted to announce a strategic partnership with Rick Shiels, the world’s most watched golf reviewer (*YouTube views for product review videos posted from Sept. 2015 – March 2016).

The modern-day golf marketing group has pointed to the on-going shift in golfer consumption habits as the catalyst for its partnership with Shiels, which will see Performance54 represent Rick’s commercial rights and partnerships, as the acceptance and reach of digital media becomes more valuable for brands invested in golf.

“Rick amasses over 2 million YouTube views every month, which makes him an incredibly influential personality,” commented Gary Davidson, Director Client Services, Performance54. “The levels of engagement that he receives are incredible, and signal a new era for golf media. Rick’s independent voice and views will remain the foundation of his content, allowing us to address how creative partnerships can advance his influence and appeal in the golf industry, and grow his loyal fan base.”

Rick has built his reputation on his candid and detailed product reviews and insight to the game. His authenticity and genuine approach have seen him consistently grow his audience, which boasted over 22 million views in 2015, rivalling the world’s leading golf media outlets and placing him in a unique position within the online and digital media space.

“We often see brands invest heavily in the production of content for their own channels, overlooking where it will be distributed,” continued Davidson. “We know who Rick’s audience are and how much they engage with his content, which can offer huge value to brands invested in golf.”

With over 40 years’ collective experience in golf marketing the team at Performance54 will manage Rick’s commercial partnerships, as well as developing a pathway to continue the growth of his YouTube and social media channels.

“When I started publishing videos on YouTube I had no idea where it would lead,” commented Rick Shiels. “To have reached the levels I am at today gives me the confidence to further develop my content to give the audience as much valuable information and entertainment as possible.

Shiels continued, “What Performance54 brings me is the ability to think creatively and focus on what I am passionate about. Their expertise, insight and willing to challenge how things are done in golf is something that caught my attention immediately, and made our partnership decision an easy one.”

Throughout 2016 Rick will be attending various events and attempting to qualify for The Open at Royal Troon, as he embarks on his ‘Quest for The Open’ alongside Pete Finch.


Rick Shiels


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