A new model for golf

It takes guts to break through centuries of tradition, but it took more than that for 54 to reimagine one of the most storied sports of them all. It took unincumbered ambition and intimate knowledge of the game at the very highest level to ensure the dream became a reality. The result was a new product which stole the world’s attention.

54 started with a vision of positively disrupting the world of golf. As aspiring professional-golfers-turned-marketers, each of its founders wanted more for the sport than blue blazers and aging demographics. A short way into the 54 story, the opportunity arose to pen a new blueprint for the game at the top level; one which would yield more value for players, fans and brand associated with the sport.

The challenge was to conceptualise a new product that, by addressing the preferences of the modern sports fan, could unlock untapped value in the game.  

Over a period of three pre-launch years, 54's leadership worked tirelessly to attract investment interest in the concept, while simultaneously refining the blueprint through a process of due diligence.  

The competitive, operational and commercial models for the league were each developed and refined by 54 ahead of its launch at LIV Golf - London in June 2022. 54 was also responsible for player recruitment and contract negotiations, attracting some of the biggest names in the sport to LIV Golf League. Thereafter, 54's commercial, events and marketing teams were each engaged to make LIV Golf League a reality.  

54 continues to help LIV Golf realise its full commercial potential with the recruitment of new partners to this day, while its event operations, guest management and marketing experts lead delivery programmes at all events outside of the US, including the record-breaking LIV Golf - Adelaide.