Sports Agency 54 Acquires Polo in the Park Creator
- 20 hours ago
- 2 min read
The influential global agency 54, the mastermind behind the creation of the challenging LIV Golf circuit, has set its sights on a sport equally steeped in tradition, yet ready for modernization: polo.
In an announcement made today at the historic Hurlingham Club in London, where the first official rules of polo were codified in 1875, 54 has formalized the acquisition of Sportgate International, the organizer of the world's largest annual polo event, the popular Chestertons Polo In The Park.
Uniting Luxury and Global Strategy
This strategic union combines 54's deep expertise in global planning, operations, and advisory services with Sportgate's proven track record in delivering and commercially developing world-class polo events. The shared vision is clear: to establish 54 as the key ally for the global growth and sustainability of polo.
"Polo is a sport that has deep cultural roots and growing global interest, but at the same time, it’s probably ready for some modernization,” explained Matt Selby, 54 co-founder. “Our broader strategy is to grow into specialist niche sectors in sports, and make sure they are strengthening our position as an agency... but also looking at how these niche sports can commercialize themselves and create the right level of sustainability.”
The acquisition extends the rapid rise of 54, which in just ten years has grown into one of sport's most influential agencies, redefining fan engagement and commercial opportunities with projects like LIV Golf, a circuit featuring stars such as Jon Rahm and Bryson DeChambeau.
Goal: A Global Luxury Lifestyle Event
Sportgate International, founded by Rory Heron, is renowned for curating Chestertons Polo in the Park, a three-day festival considered one of London’s leading luxury summer season events. Additionally, it acts as a technical and operational advisor for landmark developments, including the Wadi Safar Royal Equestrian & Polo Club in Saudi Arabia.
Rory Heron, who will now help run 54’s polo vertical, emphasized the ambition of the partnership. "We have built the world’s largest polo tournament... But no one’s ever just talking about the sporting event; it’s the lifestyle, it’s the format. To take what we've achieved in London to the global stage, the only way to do it really well was to team up with someone who’s got prior experience and offices in some of the world’s most interesting locations,” Heron stated.
54 has already identified key markets, including the Middle East, the Far East, and South America, all with a rich heritage in the sport. New global venues are expected to begin staging events starting next year.
Jed Moore, 54 Group CEO, summarized the essence of the deal: “Polo's roots run deep; it carries a sense of culture, history and connection that few sports can match. But to sustain that magic for future generations, it must evolve. We're combining [Sportgate's] equestrian expertise with our global advisory capabilities to respect its heritage while embracing innovation across every dimension.”
The new unified platform will support polo's entire value chain, from steering commercial strategy and investment to staging major events and delivering international promotions, aiming to elevate the sport's global standing and attract new audiences.