Golf NSW partners with global sports agency 54 to shape future vision

Golf NSW has partnered with global sports agency 54 bringing 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 grassroots initiatives to the commercial and operational planning of flagship events like the men's and women's NSW Open.

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 hugely successful LIV Golf Adelaide tournament, winner of the World's Best Golf Event at the World Golf Awards the last two years.

The new partnership between Golf NSW and 54 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 notes “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, Chief Executive Golf NSW added “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 grassroots and elite programs - from its Lunch Time Launch It schools scheme to the state’s high-performance pathway. The latter has helped launch the careers of Aussie stars including tour winners Cameron Davis, Grace Kim, Stephanie Kyriacou, Travis Smyth, Harrison Endycott and 2022 NSW Open champion Harrison Crowe.

54 is a sports and entertainment agency operating across five regions and 10 offices including MENA (Riyadh, Saudi Arabia & Dubai and Abu Dhabi, United Arab Emirates), and APAC (Singapore, Japan, Vietnam & Australia) and works with rights holders, governing bodies, household 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 (Consultancy and Data & Insights), Asset Optimisation (Operations and Commercial), Activation & Engagement (Events and Marketing).

As the voice for 167,000 golf club members across 375 clubs, Golf NSW delivers essential services—from running prestigious championships and managing rules and handicapping to providing expert guidance on legal and administrative matters—while promoting accessibility and preserving our sport's cherished traditions.

Image top. Harrison Crowe won the 2022 NSW Open before turning pro and joining the Asian Tour; image below: Stephanie Kyriacou, runner-up at the 2024 Evian Championship, came through the Golf NSW junior system