Golf NSW has signed a strategic agreement with global sports agency 54 — the event management muscle behind LIV Golf Adelaide — in a move that promises to reshape the organisation’s business strategy, commercial footprint and global presence.
The partnership brings 54’s high-powered advisory team into the fold to work alongside Golf NSW on long-term business planning, brand development, and a sharper international outlook. It also extends to the commercial and operational planning of major events like the Men’s and Women’s NSW Open.
For 54, the deal deepens its already strong foothold in Australian golf. The London-founded agency is best known locally as the event management company behind LIV Golf Adelaide — a tournament that’s twice been crowned the World’s Best Golf Event — and internationally for its work with LIV Golf League, Titleist, FootJoy, The R&A and Ryder Cup venues.
“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 its potential further,” said Nick Haslam, managing director of 54 Australia. “The state has so many golfing jewels and opportunities, and we look forward to bringing our experience to bear.”
Golf NSW sees the partnership as a commercial game-changer, not just for its marquee events but for its broader mission – growing participation, showcasing elite talent, and putting NSW golf on the world stage.
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“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,” said Stuart Fraser, CEO of Golf NSW.
“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.”
The deal will cover a strategic commercial sales strategy across the full range of Golf NSW’s assets, including state tournaments and events – some of which have struggled to get the visibility or commercial traction they arguably deserve.
It’s also expected to provide new momentum behind the organisation’s grassroots and high-performance programs. Golf NSW currently runs initiatives like its “Lunch Time Launch It” schools program and a proven elite pathway that has helped develop Aussie stars including Cameron Davis, Grace Kim, Stephanie Kyriacou, Travis Smyth, Harrison Endycott and 2022 NSW Open champion Harrison Crowe.
The collaboration signals a fresh chapter for Golf NSW — one with a global lens and a more aggressive commercial mindset.
Whether that means taking inspiration from the LIV Golf playbook or simply borrowing its playmakers, the message is clear: Golf NSW is thinking big.