54

In the months following the Paris 2024 Olympics, there has been much discussion about the efficacy of a Games which aimed to be the most sustainable in history. The use of 95% existing or temporary venues, minimising construction waste, and leveraging renewable energy sources has been much celebrated. While some have questioned the transparency of key sustainability metrics, Paris will likely be seen as a milestone in setting new standards for major events. Perhaps most potently, the ‘24 Games will raise further focus on sustainability across the events industry, which is an exciting prospect. If you’re not currently familiar with the phrase, Circular Economy, you soon will be. Our Executive Director, Events, Tom Hogg, and Social Impact & Sustainability Director, Josephina Oji, discuss. Click to read below or via our website: https://lnkd.in/e3T7cYVz

Konnichiwa! The International Series is making its debut in Japan this May, bringing elite competition to the second-largest golfing nation.    Our Events and Marketing teams are en route to the Land of the Rising Sun as we prepare for an unforgettable tournament at the stunning Caledonian Golf Club - where 156 players will battle for all-important International Series Rankings points. #WeAre54 #InternationalSeries #ThisISEverything #TimeToRise The International Series LIV Golf Asian Tour

Up next in our Inside 54 series is Alyson Yeo, Senior Commercial Manager, APAC. Her career journey has been anything but dull, spanning sponsorships, partnerships, and media in the sports industry, and taking her to the Olympics as Team Singapore’s manager. Catch up with Alyson below.

Golf is evolving, not just as a sport but as an economic driver, a tourism catalyst, and a powerful platform for investment. Across Asia, and especially in Vietnam, we’re witnessing a shift with more courses, bigger events, and growing international interest. The question is: How do we shape this momentum into a lasting impact? As a Managing Director of 54 in Vietnam, I’m excited about this next chapter. Being appointed to the Asian Golf Industry Federation (AGIF) Board isn’t just about a title. It’s about bringing new energy, fresh ideas, and a business-first mindset to how we develop golf in the region. As the sole woman on the Board, I see this as an opportunity to push for greater inclusivity, broader engagement, and a stronger future for the game. For years, golf in Asia has been centered around turf, agronomy, and course operations as important foundations, but not the full picture. The industry is more than maintenance and management; it’s about commercial strategy, brand building, and long-term sustainability. At 54, we’ve seen firsthand how golf can drive business, tourism, and investment when positioned correctly. It can connect well with real estate, lifestyle brands, corporate sponsorships, and international markets. Stepping into this role, my focus is clear: - Connecting golf with business. To grow the game, we need stronger ties between golf, investment, real estate, and brands—building a model that isn’t just about playing but about long-term commercial success. - Putting Vietnam on the map. The country is at a pivotal moment. Now is the time to position it as a true golf destination and link it to regional and global strategies. - Elevating AGIF’s role. Golf in Asia is evolving, and AGIF should lead that change. It’s about driving new conversations, creating strategic partnerships, and shaping the future, not just keeping up with it. Golf is more than a game, it’s a business, a community, and an opportunity. Being part of AGIF would be a chance to redefine how golf is developed in Asia, and I’m ready to take on that challenge. This is more than merely a seat at the table, it’s an opportunity to drive real change. Let’s push boundaries and create something enduring. #AGIF #Weare54 #PushingTheEdge

Hong Kong brought the energy. LIV Golf brought the action! A world-class LIV Golf Hong Kong event uniting sport and culture, made possible, as always, by a cast of so many. Grateful to have played our part this weekend alongside great partners and teams across the 54 family and beyond. Hong Kong Golf Club Behind The Volt Reddoor Live #PushingtheEdge #Weare54 #LIVGolf

To celebrate #InternationalWomensDay, we caught up with Suzann Pettersen, founder of our Portfolio Brand, VOXA, who reminded us that progress in women's sport is never a solo effort.    Happy International Women's Day for tomorrow to all of our partners and colleagues who share this irrational love for all things sport!

This is why we exist. To support these incredible women in sport, and provide them the platform and resources to have their voices heard. To have Gaby and those who are part of our family put their trust and shared vision into what we are building here at VOXA, we know that together we can drive meaningful change and elevate the future of women’s sports. #PowerInEveryVoice

Big week at 54. Shortlisted for Agency of the Year at the FEVO Sport Industry Group Awards and ranked in the Financial Times FT1000 as the fastest-growing agency in our sector (153rd fastest growing company in Europe). Proof that sport needs game-changers! Congrats also to England Golf and Rick Shiels for their Sport Industry Award nominations. Read our full story here: https://lnkd.in/eCFFUSwS. #54 #PushingTheEdge #SIAAwards

Talent and dedication aren’t the problem for female athletes – support is. That’s exactly what Suzann Pettersen aims to improve with VOXA, a new 54 Portfolio Brand focused on elevating athlete representation for women in sport.   Suzann sat down with Women & Golf ahead of International Women's Day to discuss the inspiration behind VOXA and how it aims to make a meaningful impact in the industry. Read the full article here   #WomensSports #VOXA #SuzannPettersen