54 launches tech-focused label Behind The Volt
Sports consultancy 54 has rolled out a new technology-focused infrastructure and experiential business. Behind The Volt is designed to provide deeper, more meaningful interactive experiences for rights holders, event owners, investors, brands and governments.
Founded in 2015, 54 is a consulting firm which specialises in providing services to clients in the sporting world. Having been in high demand in recent years, its team of more than 180 associates and partners are now engaged in strategic advisory, asset optimisation and activation and engagement work across five regions and eight offices: the UK (London), Europe (Sotogrande, Spain), MENA (Riyadh, Saudi Arabia & Abu Dhabi, United Arab Emirates), APAC (Singapore & Adelaide, Australia) and the USA (West Palm Beach, Florida).
Further reflecting this strong position, 54’s services have also been named among the fastest growing companies in Europe in multiple studies – and celebrated four times as the ‘Golf Business of the Year’ at the World Golf Awards. Now, the consultancy will put that growing profile to work with the launch of a new venture, which will position it further into the events, technology, innovation and experiential sector.
Driving the business will be Matthew Selby, co-founder and group chief commercial officer for 54. His extensive experience includes major events such as the Ocean Race, Formula 1, Porsche Super Cup, Red Bull Air Race, FIFA Club World Cup, Premier League, E1 Series, World Triathlon, UCI Cycling and many professional golf events.
Selby commented, “The people in our business have seen the event delivery sector from every angle for many years. We constantly balance the excitement of delivering on the front line, versus trialling more forward-thinking, innovative solutions. We have reached this announcement ready to deploy Behind the Volt's arsenal of innovations and bring to life what we feel is a crucial next step in how events businesses deliver results and connect with fans.”
The result of a strategic sequence of new partnerships and investments by 54, Behind the Volt has been created in recognition of the changing face of staging showstopping events which require increasingly complex infrastructure, network and special effects solutions. The new business promises to bring cutting-edge thinking, event technology master planning, innovation consultancy, converged network infrastructure, digital displays, lighting, pyrotechnics, special FX and much more.
Behind the Volt will stand as a portfolio business of 54, and is an incorporated entity with its own management structure. Seasoned events expert Alan Muller will also take on a role as managing director at the new business, with the leadership team boasting over 40 years’ experience in delivering first-class events and brand activations in over 20 countries.
Muller added, “Our unique skillset is to be able to think holistically across all the complex needs of a contemporary event and dovetail them together in a seamless way which benefits organisers and audiences alike. The two key elements to Behind the Volt are our unrivalled experience and the way we think strategically. We have seen, organised, contracted and managed technology providers around the world, and know what makes the best of the best and how that technology fits into the wider picture of the event.”
