Performance54
54 (formerly Performance54) is a London-based global sports and entertainment agency serving rights holders, brands, governments, and investors with strategy, asset optimisation, and event activation across nine offices worldwide.
- Company typePrivate
- Founded2015
- HeadquartersCamberley, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Performance54 does
Performance54, now operating as '54' since its June 2024 rebrand, is a London-headquartered (Wimbledon) global sports and entertainment agency founded in 2015. The company sells integrated services to rights holders, governing bodies, brands, franchises, governments and investors, organised into three core service divisions: Strategic Advisory (consultancy and data & insights), Asset Optimisation (operations and commercial rights management), and Activation & Engagement (events and marketing). Its go-to-market is enterprise field sales with bespoke engagement contracts; pricing is not publicly disclosed and the firm operates with multi-year retainers and project-based engagements typical of the agency model.
Underlying the service business, 54 has built a portfolio of six sub-brands and platforms: Entourage, a modular fan-engagement platform with modules for participation, rewards, streaming, community, live event activation and gamified learning; Behind The Volt, a technology and innovation arm providing lighting design, scenography, operations and special effects for live sports events; MOB, an acquired production house for commercials, content and documentaries; VOXA, a women's-sports talent management platform; ION 54, a sports portfolio brand; and Sportgate International, focused on polo. These capabilities allow 54 to bundle strategy, content, technology and on-the-ground delivery, distinguishing it from single-discipline consultancies.
The company is majority-owned by Saudi-based Sanabil Investments (since May 2021) and has expanded to 180+ associates across nine offices worldwide (UK, Vietnam, Spain, Saudi Arabia, UAE x2, Singapore, Australia, USA). Notable client engagements include stewardship of the $2bn LIV Golf launch, 15 professional golf events delivered in Saudi Arabia since 2018, the Aramco Team Series ($40m commercial revenue, 300m+ broadcast reach), England's iGolf programme (72,000+ registrations) and the Oman FIFA World Cup Fan Festival (91,000+ attendees). The company is privately held with no public financial disclosures and continues to be led by co-founder Jed Moore (Group CEO) alongside CEO Ed Edwards, with a regional CEO dedicated to Saudi Arabia (Almamoun Alshingiti).
Performance54 firmographics
Firmographics- Name
- Performance54
- Legal name
- Performance54 Limited
- Website
- https://weare54.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- 54 (formerly Performance54) is a London-based global sports and entertainment agency serving rights holders, brands, governments, and investors with strategy, asset optimisation, and event activation across nine offices worldwide.
- Ownership category
- akta.pro rank
Performance54 industry classification
Industry- Product category
- Sports Marketing & Entertainment Services
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events (7113), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Sports Public Relations, Communications & Reputation Management (MPAKAKAE)
- akta.pro secondary industry
- Athlete & Talent Representation (Agents, Managers) (MPAKAKAA)
Keywords
Where Performance54 is headquartered
LocationHeadquarters
- HQ city
- Camberley
- HQ country
- United Kingdom
- HQ region
- Europe
Offices9 records
Markets served
Performance54 business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Strategic Advisory Services: Consultancy and data & insights services for investors, rights holders, franchises, governments and brands designing and delivering transformative sport strategies.
- Asset Optimisation: Operations and commercial rights management services redefining the value chain from the ground up, future-proofing plans and creating opportunities through bold and holistic thinking.
- Activation & Engagement: Events and marketing services fuelled by data, technology and passion, changing the way global audiences engage and interact with sport. Includes event management, content production, sponsorship activation, and integrated marketing communications.
- Entourage Platform Licensing: Modular fan engagement platform licensing for sports brands to connect with fans, capture data, and reward behaviour with customisable tools.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Performance54 product offering
Product offeringCore offering
54 is an enterprise sports agency delivering strategy-to-execution services across three core divisions: Strategic Advisory (consultancy and data & insights), Asset Optimisation (operations and commercial rights management), and Activation & Engagement (events, content, and marketing). It serves rights holders, governing bodies, brands, franchises, governments and investors, and operates proprietary platforms such as the Entourage fan engagement platform, Behind The Volt live-event technology arm, the MOB production house, and talent management brands such as VOXA and Sportgate International.
Product overview
54 is a global sports and entertainment agency that transitioned from Performance54 to 54 in June 2024. The company operates three core service areas: Strategic Advisory (Consultancy and Data & Insights), Asset Optimisation (Operations and Commercial Rights Management), and Activation & Engagement (Events and Marketing). The offering includes a portfolio of sub-brands and products: Entourage (modular fan engagement platform with Play, Spend, Stream, Connect, Ignite, and Learn modules), Behind The Volt (tech and innovation arm for lighting, scenography, operations, and special effects), MOB Film (award-winning production house for commercials, content, and documentaries), ION 54, Sportgate International (polo), and VOXA (women's sports talent management). The company is headquartered in London with offices in Vietnam, Spain, UK, KSA, UAE, Singapore, Australia, and USA.
Differentiator
Problem solved
Functional benefit
Brands
- VOXA: Talent management platform for women's sports launched by Suzann Pettersen.
- Entourage
- Behind The Volt
- MOB
- Sportgate International
- ION 54
- 54 Club Operations Advisory
- Reddoorlive
- CSN
Products and services
- Strategic Advisory Core service division consisting of Consultancy and Data & Insights, designing and delivering transformative sport strategies for investors, rights holders, franchises, governments and brands.
- Asset Optimisation Core service division consisting of Operations and Commercial Rights Management, redefining the value chain from the ground up and future-proofing plans through bold and holistic thinking.
- Activation & Engagement Core service division consisting of Events and Marketing, fuelled by data, technology and passion, changing the way global audiences engage and interact with sport. Includes event management, content production, sponsorship activation and integrated marketing communications.
- Entourage Modular fan engagement platform that helps sports brands connect with fans, capture valuable data, and reward behaviour through six modules: Play (participation), Spend (fan spending rewards), Stream (live broadcast enhancement), Connect (fan communities), Ignite (physical event activation) and Learn (gamified fan training).
- Behind The Volt Tech and innovation arm engineered to support brands, events and rights holders with live entertainment experiences. Specialises in lighting design, scenography, operations, special effects, and consultancy for major sporting events including the LIV Golf global tournament series.
- MOB Award-winning production house with over 25 years of experience producing commercials, content, and documentaries worldwide for leading global brands, agencies, and talent. Services include concept ideation/scriptwriting, budgeting, locations, crew & equipment, editing, audio, grade, VFX, AI, and delivery. Acquired by 54 in July 2024 to enhance in-house content creation capabilities.
- VOXA Talent management platform for women's sports, launched by Suzann Pettersen. Operates as a portfolio brand under 54.
- Sportgate International Portfolio brand within 54 focused on polo sport development and tourism advisory, forged in partnership with Sportgate International to create a new future for polo globally.
- ION 54 Innovation-focused portfolio brand within 54 expanding the agency's sports and entertainment offering.
- 54 Club Operations Advisory Portfolio brand providing club operations advisory services for golf clubs, resorts and sports facilities.
- 54 Vietnam / Golf Development Solutions (GDS) 54's Vietnam operations offering golf development consulting services spanning design, construction, operations and promotions, established through the June 2024 merger with Golf Development Solutions (GDS). Headquartered in Ho Chi Minh City as the agency's ninth global location.
Quantifiable outcome
- $2bn investment stewardship for LIV Golf development
- +6 more outcomes
Companies that use Performance54
Customer profileNamed customers18 records
Segments5 records
Ideal customer profiles5 records
Performance54 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Performance54 partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core, major and minor.
- Golf Development Solutions (GDS)coreMerger with GDS to establish 54 Vietnam, the ninth global location. GDS is a leading golf development consulting firm in Vietnam founded in 2021, led by Mr. Ben Styles and co-founder Ms. Nguyen Hoang Tu Anh (Dandelly).
- DETAILS (Dom Pedro Golf Vilamoura)majorTwo-year agreement for operational sustainability strategy, tourism consultancy and integrated marketing strategy for five Vilamoura golf courses. Dom Pedro Golf Vilamoura was recently named Golf Resort of the Year in Portugal at the 2024 IAGTO Awards.
- Vietnam Golf AssociationmajorPartnership agreement for Vietnam golf development and tourism promotion.
- Golf NSWmajorPartnership with Australian golf industry leader for strategic planning, global positioning and commercial drive.
- T&T GolfmajorPartnership to elevate Van Lang Empire T&T Golf Club, revolutionizing Vietnam's golfing landscape.
- HODECOminorPartnership to power Vietnam tourism hotspot development.
- Phu LongminorPartnership agreement for Vietnam golf sector development.
- World LacrossemajorPartnership ahead of LA28 Olympic Games for sports development.
- BIGCC (Bahrain)majorStrategic partnership to drive growth in Bahrain's golfing ecosystem.
- Saudi PadelminorPartnership to help fuel the rise of padel in KSA.
- CMAEminorPartnership joining forces with CMAE for sports development.
- A1 PadelmajorStrategic MoU for padel development partnership.
- Creator Sports NetworkmajorPartnership to drive commercial value for rights holders and brands that consume live sports.
- Sportgate InternationalmajorPartnership to forge a new future for polo, uniting Sportgate's expertise with 54's capabilities.
- Vanguard PropertiesmajorExtended partnership for golf and sports development.
- TurfgrassmajorStrategic investment in leading international golf course development company for enhanced solutions.
- Adelaide 36ersminorCommercial representation for one of NBL's founding Australian basketball clubs.
- Air Sports GroupminorNew partnership taking off with air sports sector development.
- Red Sea GlobalmajorBusiness plan development and event delivery including Red Sea Sailing Classic Race and Quman Island sports offering.
- Korea PartnershipminorStrategic Korea partnership announced.
Scale indicators18 records
Recent moves14 records
Expansion highlights6 records
Performance54 competitors and assessment
Company assessmentDirect peers
- CSM Sport & Entertainment: Global sports and entertainment agency within the Chime Communications group providing sponsorship, comms, athlete marketing and event delivery. Overlaps with 54 across strategic advisory, sponsorship activation and major-event management.
- IMG: Global sports agency offering talent representation, event management, rights production and brand consulting across virtually every major sport. Most direct competitor to 54 for global rights-holder and brand mandates (LIV Golf, golf federations, F1).
- Fuse Sport + Entertainment: Global sports and entertainment marketing agency (part of Omnicom/Interpublic) delivering sponsorship consulting, athlete marketing and event activation. Direct competitor to 54 for enterprise sponsorship and activation mandates globally.
- MKTG (Dentsu Sports & Entertainment): Global sports and experiential agency within Dentsu providing sponsorship strategy, activation, and content production. Overlaps directly with 54 in sponsorship activation and brand sports consulting for major enterprise clients.
- Two Circles: Data-driven sports marketing agency combining fan data, rights management and consulting for rights-holders, brands and broadcasters. Competes directly with 54's Activation & Engagement and Strategic Advisory offerings.
- Octagon: Worldwide sports marketing agency owned by IPG that manages sponsorship consulting, athlete and property representation, and experiential activations. Closely comparable to 54 across rights-holder advisory, sponsorship activation and event marketing.
Broad incumbents
- Havas Play (Havas Sports & Entertainment): Global sports marketing network providing sponsorship, experiential and content services to brands and rights-holders. Comparable to 54 across activation and engagement, but operates as part of a broader communications holding group.
- Legends Hospitality: Hospitality, merchandise, sponsorship and venue experience platform serving major sports leagues, teams and venues globally. Adjacent to 54's Activation & Engagement practice and activation-rights optimization work.
- Endeavor Group: Larger, listed entertainment and sports holding company with IMG, WME, UFC and PBR – offering broader portfolio, deeper capital and more diverse revenue streams than 54, but overlapping on talent, events and rights holdings.
- Team WPP / WPP Sports: WPP's integrated sports marketing offering combining GroupM, Ogilvy and VMLY&R to deliver sponsorship, media and content to global brands. A larger incumbent that 54 competes with on brand-side sponsorship mandates and event activation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Performance54 social profiles
Digital presencePerformance54 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Performance54 leadership team
Management profileNumber of profiles
Profiles16 records
Performance54 subsidiaries and ownership
Company hierarchySubsidiaries6 records
Performance54 funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Performance54 M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Performance54
What does Performance54 do?
54 is an enterprise sports agency delivering strategy-to-execution services across three core divisions: Strategic Advisory (consultancy and data & insights), Asset Optimisation (operations and commercial rights management), and Activation & Engagement (events, content, and marketing). It serves rights holders, governing bodies, brands, franchises, governments and investors, and operates proprietary platforms such as the Entourage fan engagement platform, Behind The Volt live-event technology arm, the MOB production house, and talent management brands such as VOXA and Sportgate International.
Is Performance54 a public or private company?
Performance54 is a private company. It is classified as venture growth investor backed and is currently operating.
When was Performance54 founded?
Performance54 was founded in 2015. It employs 101 to 250 people.
Where is Performance54 based?
Performance54 is headquartered in Camberley, United Kingdom, in the Europe region.
How does Performance54 make money?
Four revenue lines are on record. Strategic Advisory Services are the primary driver. The others are asset Optimisation, activation & Engagement and entourage Platform Licensing.
Who are Performance54's main competitors?
Direct peers on record are CSM Sport & Entertainment, IMG, Fuse Sport + Entertainment, MKTG (Dentsu Sports & Entertainment), Two Circles and Octagon. Broad incumbents are Havas Play (Havas Sports & Entertainment), Legends Hospitality, Endeavor Group and Team WPP / WPP Sports.
Does Performance54 have an API?
No public API is recorded for Performance54.
What industry is Performance54 in?
Performance54's product category is Sports Marketing & Entertainment Services. Its primary akta.pro industry code is MPAKAKAE, Sports Public Relations, Communications & Reputation Management, with a secondary code of MPAKAKAA, Athlete & Talent Representation (Agents, Managers). Its NAICS code is 7113 and its SIC code is 7990.