Global sports agency 54 has bolstered its content creation capabilities by acquiring Manchester-based production house Mob. While the financial terms of the acquisition remain undisclosed, this move marks a significant step for 54, which recently rebranded from Performance 54 and expanded with new offices in Spain and Vietnam.
54 and Mob have a history of collaboration on various international projects, such as the Aramco Team Series, Oman’s Football Fan Festival, and LIV Golf’s International Series.
Mob boasts an impressive portfolio in the brand space, having worked with prominent names like Adidas, Virgin Money, Cadbury, NH Foods, Hummel, Deezer, PayPal, Marriott, and Angry Birds. Additionally, Mob regularly collaborates with top Premier League clubs including Manchester United, Manchester City, Liverpool FC, and Everton FC.
Ed Edwards, CEO of 54, commented, “Our mission at 54 is to deliver tech-driven, impactful, and highly creative solutions to our partners to unlock the true power of sport. Developing engaging cross-platform content is crucial to this mission, and Mob has demonstrated they are the perfect partners to offer world-first solutions in this arena.
"With Mob, our partners now have access to a globally-recognised production house, trusted by leading sports brands and experienced in leveraging content to maximise fan engagement, ESG impact, and commercial returns. We anticipate exciting times ahead for 54 and Mob, and we look forward to exploring the potential of sport together.”
John Brocklehurst, Managing Director at Mob, added, “We pride ourselves on ambition and innovative thinking, and partnering with 54, a company that recognises the full potential value of sport, is incredibly exciting.
"We have closely collaborated with the 54 team on projects like the Aramco Team Series presented by PIF, Oman’s Football Fan Festival during the FIFA World Cup Qatar 2022, and LIV Golf’s International Series. We have been thoroughly impressed by their passion and commitment to enhancing the impact of sporting properties and activations. We believe this partnership could be transformative for the sporting landscape, and we eagerly anticipate what the future holds.”
This acquisition positions 54 and Mob to push the boundaries of sports content creation, aiming to deliver unparalleled engagement and value in the sports industry.