Global sports and entertainment agency 54 has strengthened its presence and leading service offering in the European market with the opening of a new office in Sotogrande, its first on the continent.
Its ninth venue in the world will be led by Francisco de Lancastre David, who joins 54 as Director of Operations from the prestigious Finca Cortesin resort, where he played a key role in the success of the 2023 Solheim Cup.
After nearly two decades working with world-leading sports and leisure destinations, real estate developments and golf course management companies to oversee the execution of business strategy, operations and development, de Lancastre David has gained a wealth of experience in driving commercial growth and best practices. In his new role at the newly renamed 54 (formerly Performance54), he will be responsible for overseeing the company’s European client base, while extending the impact of its Strategic Advisory, Asset Optimization and Activation & Engagement services globally through new strategic partnerships in the sports arena.
Francisco de Lancastre David, said “I am joining 54 at a great time for the company. With the rebranding to 54, we have entered a new phase equipped with an ambitious growth strategy that seeks to extend the impact of our comprehensive service offering to an extensive network of partners, helping them achieve the maximum possible impact through sport.
“Like many other markets, European sport is on the verge of seismic change, due to rapidly evolving consumer habits and countless new opportunities in business strategy and positive impact. Our new European office will allow us to serve as an ally to stakeholders looking to capitalize through bold thinking and creative execution.”
54 continues to experience steady growth in engagement from rights holders, governing bodies, brands and investors seeking to leverage its proven ability to provide industry-leading strategic guidance in an ever-changing marketplace.
The Sotogrande office will immediately contribute to the provision of services to renowned clients such as Antognolla Resort & Residences, Comporta Dunas, Details (Vilamoura) and Finca Cortesin.
It will also serve as the epicenter for expansion across the continent, and was recently the location from which 54 successfully provided event management services to the E1 Puerto Banús Marbella GP. This week it will play that role again when 54 provides event management, commercial and marketing services to LIV Golf Andalucía at Real Club Valderrama.
Ed Edwards, CEO of 54, said: “As an organization with ambitious growth plans, being able to provide on-demand services and advice while demonstrating local knowledge and different perspectives is a key priority. Our new office and team in Spain is an important step in our strategy of rapid expansion in the EU sports market. Francisco’s vision and leadership positions 54 strongly in Spain, expanding our ability to help our clients achieve the extraordinary, a goal we passionately pursue.”
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ABOUT 54
54 is a sports and entertainment agency operating in five regions with nine offices: UK (London), Europe (Sotogrande, Spain), MENA (Riyadh, Saudi Arabia and Abu Dhabi and Dubai, UAE), APAC (Vietnam, Singapore and Adelaide, Australia) and USA (West Palm Beach, Florida). It works with rights holders, governing bodies, renowned brands and major investors who share its belief in the power of sport. 54 comprises three service areas, each consisting of two divisions: Strategic Advisory (Consulting and Data & Information), Asset Optimization (Operations and Commercial), Activation and Engagement (Events and Marketing). In essence, the company believes strongly in the opportunities offered by pushing the boundaries of convention.
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