The partnership has been forged to enhance the value offered to all key stakeholders of the amateur game in England through supporting the development of new content and marketing strategies, that will strengthen the work England Golf is doing nationwide to support golfers and golf clubs.
Performance54 will also align with the England Golf Performance programme by providing its expertise to help create the conditions for England’s top talent to flourish.
This announcement comes on the back of Performance54 supporting England Golf in the launch of several landmark initiatives for the game in the past 18-months. These include the introduction of the new World Handicap System through the Know The Score campaign; the development of the Give it a Shot campaign, designed to educate and excite golfers about the benefits of club membership; developing the recently launched iGolf platform, offering non-club golfers an official WHS Handicap Index; and developing new logos for several headline England Golf Championships, including the recently played Brabazon Trophy and English Women’s Open Amateur Strokeplay Championship.
Jeremy Tomlinson, CEO of England Golf, said: “We look forward to working closely with Performance54 over the next few years on many of our strategic initiatives. Being selective of the partners we align with ensures we prioritise enhancing the support and guidance levels we can offer to golf clubs and golfers. Likewise, we should be innovative in how we introduce golf to those who might not have played the sport before. Partnering with Performance54 will continue to improve the way in which we communicate and promote the game in England.”
Performance54 will work closely with England Golf’s Performance Director, Nigel Edwards, to develop a suite of content and experiences which bring to life the hard work and dedication shown by each player as they strive to follow the likes of Tommy Fleetwood, Lee Westwood, Georgia Hall, Tyrrell Hatton, Charley Hull, Matthew Fitzpatrick, Justin Rose, and Mel Reid as successful graduates into the professional ranks. The partnership will allow England Golf to invest in new areas, such as sports science, to support the technical abilities of all players in each of the Performance squads, as well as the provision of invaluable playing experiences at professional tour events where Performance54 is the promoter.
Matt Brookbanks, Executive Director at Performance54, said: “As a company dedicated to golf and growing the appeal of the sport, our work is carefully tailored towards delivering tangible returns for our clients, regardless of their objectives. We see many synergies between the work we do, and the work England Golf does, and having worked together over the last 18 months, the partnership aligns our passion and expertise with England Golf’s dedication to improving the game for the eight million people that play in England. We are delighted to be able to contribute and hope our partnership builds on the great work it is already doing across the board.”