54 Boosts ‘content Creation Capability’ With Mob Acquisition

In a move to strengthen its capabilities in the content creation space, global sports agency 54 has announced the acquisition of Manchester-based production house Mob.

The high-profile acquisition, financial details of which were not released, follows 54’s recent rebrand from Performance 54, and the opening of new offices in Spain and Vietnam.

54 and Mob have previously worked together on various international projects, including the Aramco Team Series, Oman’s Football Fan Festival, and LIV Golf’s International Series.

In the brand space, Mob has worked with Adidas, Virgin Money, Cadbury, NH Foods, Hummel, Deezer, PayPal, Marriott, and Angry Birds, and regularly collaborates with local Premier League teams Manchester United, Manchester City, Liverpool FC and Everton FC. 

Ed Edwards, 54 CEO, said, “54’s mission is to provide tech-driven, impactful and highly creative solutions to its partners in order to unlock the true power of sport. Development of engaging cross-platform content has never been more important in accomplishing this mission, and Mob have proven they are the ideal partners to provide world-first solutions in this space.

 “Through Mob, our partners now have access to a globally-recognised production house, which has been trusted by some of the most renowned brands in sport and is well-versed in the highly strategic role content has to play in maximising fan engagement, ESG impact and commercial returns. Exciting times lie ahead for 54 and MOB and we look forward to pushing the edge of what sport can achieve with them.“

John Brocklehurst, Managing Director at Mob, added, “We pride ourselves on our ambition and out-of-the-box approach and, as such, we could not be more excited to be partnering with 54, a company which has shown what is possible when you believe in and capitalise upon the full potential value of sport.

 “We have worked at close quarters with the team at 54 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, and could not be more impressed by their passion and commitment to improve the impact realised through sporting properties and activations. Needless to say, we believe this partnership could have a game-changing effect on the sporting landscape, and can’t wait to see what the future holds.”

Photo caption: (L) John Brocklehurst, (R) Ed Edwards.