Sydney, Australia: Golf NSW has signed an agreement with global sports agency 54 to develop a long-term business plan, elevate the organisation’s commercial potential, and build a sharper international strategy.
The agreement brings together the advisory and commercial teams of the governing body and 54 to define the future of the sport across the state – from brand development and supporting grass-roots initiatives to the commercial and operational planning of flagship events like the men’s and women’s NSW Open.
The new partnership also covers strategic commercial sales strategy across the suite of Golf NSW assets as well as a number of high-profile state tournaments and events.
This collaboration marks a new chapter for Golf NSW, building on strong foundations to deliver bigger impact across participation, performance and profile.
Nick Haslam, Managing Director of 54 Australia, said: “Golf NSW has long been a shining light in the Australian golf sector and we’re delighted to be able to bring the full gamut of our services in support of unleashing potential further. The state has so many golfing jewels and opportunities, and we look forward to bringing our experience to bear.”
Stuart Fraser, CEO of Golf NSW, said: “We’re very proud of the stable of brilliant golfing assets we’ve built over the years and it’s a real shot in the arm to have 54 on our side as we look to develop the business further.
“From putting on amazing tournaments, driving participation and developing our young talent, we know we have got the right partner for achieving our long-term goals.”
Beyond the tournament calendar, Golf NSW runs major grass-roots and elite programmes – from its Lunch Time Launch It schools scheme to the state’s high-performance pathway.
The latter has helped launch the careers of Australian Tour winners such as Cameron Davis, Grace Kim, Stephanie Kyriacou, Travis Smyth, Harrison Endycott and Harrison Crowe, who won the NSW Open and the Asia-Pacific Amateur Championship in 2022.
The 54 agency brings deep experience working with golf brands, events, governing bodies and rights holders around the world.
Founded in London in 2015, the agency has partnered with leading names including LIV Golf League, Titleist, FootJoy, The R&A, England Golf, Ryder Cup host venue Adare Manor and Solheim Cup host venue Finca Cortesin.
It is also the Event Management Company behind the LIV Golf Adelaide tournament, winner of the World’s Best Golf Event at the World Golf Awards the last two years.
