54 and Sportgate International unite aiming to revitalise future of polo
Sports consultancy 54 has officially acquired Sportgate International, a leading sporting and lifestyle event management company and rights holder. The deal concludes with a view to forging a new future for the sport of polo.
Jed Moore, 54 Group CEO, said, "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. By bringing Sportgate into 54, we’re combining their equestrian expertise with our global advisory capabilities to establish 54 as the key ally for polo’s growth, respecting its heritage while embracing innovation across every dimension."
Together, 54 and Sportgate will form a unified platform capable of supporting polo’s entire value chain, steering investment and commercial strategy, providing operational oversight to world-leading facilities, staging major events and delivering international promotions and visibility. The shared vision is to elevate polo’s global standing, opening the sport to new audiences while deepening the passion of existing followers, and laying the foundations for renewed energy, growth and sustainable investment.
The move uniting the two organisations was announced at The Hurlingham Club in London – where polo’s official rules were codified in 1875 – and officials from both organisations were joined by England international polo players, Millie Hughes and Malcolm Borwick, to celebrate the milestone. The resulting creative photoshoot at the historic venue was used to symbolise “the moment when polo’s proud past meets its promising future.”
Symbolic shoot
Sportgate International brings a complementary depth of equestrian and polo knowledge. Founded by Rory Heron, the company has become a respected force in the design, delivery and commercial development of world-class polo events, whilst also advising companies, luxury brands, leading venues, tourism boards and rightsholders.
Heron said of the news, “The Hurlingham Club represents the very origins of polo, so to make this announcement here feels symbolic. It’s where the sport found its structure and today, with 54, we’re giving that structure new purpose. Together, we’ll bring modern thinking and global reach to a sport defined by elegance and legacy, helping it capture the attention and imagination of a new generation."
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).
As it hopes to revitalise polo, 54 also describes itself as “the brains behind LIV Golf”. LIV Golf is a professional men’s golf tour, financed by the Public Investment Fund, the sovereign wealth fund of Saudi Arabia. On top of the accompanying human rights critiques of the organisation, the group has also seen ratings tumble in 2025, along with several organisational bungles leading to critics to claim it is becoming “irrelevant” and a “waste of billions of dollars” – criticism LIV Golf CEO Scott O’Neil has suggested was at least partially “deserved”.
