We are adopting a new brand strategy and identity – transitioning from Performance54 to simply 54 – to represent our passion for pushing the edges of conventional wisdom through creativity and innovation.  

The rebrand to ‘54’ reflects both the bold founding principles of the company and asserts its mission to be a catalyst for positive change across sport. 54 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employed by rights holders, governing bodies, brands and major investors who share a belief in the need to adapt outdated thinking to capture new opportunities and unlock the full power of sport.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+ 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."

54 has seen a considerable uplift in clients seeking engagement across strategic advisory services at the very highest level, bridging the gap between conceptual consultancy to actual hands-on tactical execution, delivery of returns, and everything in between.

*The meaning of 54

There are two sources of inspiration for the name, Performance54, which now define the 54 brand. The first derives from the firm’s early work in golf, with 54 representing the perfect score: an 18-under par round of golf over a standard 18-hole, par-72 golf course. The second relates to the positioning of the numerical ‘5’ before ‘4’, which in some Asian language groups has a meaning of ‘never-say-die'. Both interpretations continue to define the company ethos to this day; a never say die attitude in the pursuit of perfection.