UK-headquartered sports consultancy Performance54 has rebranded. The firm will now simply go by 54, with its leaders suggesting the new identity shows how they have a pragmatic belief in shifting their thinking to open up chances to succeed.

The firm confirmed in a press release that 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”. The company’s statement added that 54 “symbolises the attitude and philosophy of the business”, which is “underpinned by a never-say-die approach in pursuit of perfection”.

54 signifies this because it is the perfect score in the sport of golf – where much of the consultancy’s early work was found – with a score of 18-under par per round of an 18-hole course. At the same time, in some Asian language groups, putting a numerical ‘5’ ahead of ‘4’ has come to mean ‘never-say-die’.

The consultancy is far from hanging on in its own right, however. Since inception in 2015, 54’s services have been in high demand, resulting in its naming among the fastest growing companies in Europe in multiple studies – and celebrated four times as the ‘Golf Business of the Year’ at the World Golf Awards.

Its ever-growing team of more than 180 associates and partners are now engaged in strategic advisory, asset optimisation and activation and engagement work across five regions and eight offices: the UK (London), Europe (Sotogrande, Spain), MENA (Riyadh, Saudi Arabia & Abu Dhabi, United Arab Emirates), APAC (Singapore & Adelaide, Australia) and the USA (West Palm Beach, Florida).

As a result, 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employed by rights holders, governing bodies, brands and major investors who share a belief in the need to adapt outdated thinking to capture new opportunities and unlock the full power of sport.

Jed Moore, 54 co-founder and CEO, commented, “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 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.”