Sports Technology

Global sports and entertainment agency 54 has appointed Rob Balsom as Head of Data and Insights. Balsom will lead a growing team of data professionals, providing strategic intelligence to a diverse partner portfolio that includes governing bodies, investors, rights holders and brands.

With over 15 years of experience in sponsorship valuation and measurement, Balsom joins 54 from his previous role at Nielsen Sports, bringing a wealth of expertise across media, brand, sports, tourism and leisure sectors, with a strong background in market research, TV, digital, and strategic consulting solutions. His specialisation in event and consumer research further strengthens 54's service offerings in traditional areas of success for the company.

Balsom’s extensive career includes leadership roles in commercial and sponsorship research in London, Dubai, the Middle East, North Africa, Pakistan, India and Canada. He has managed projects and clients across six continents, gaining valuable insights into local data nuances in markets with varying levels of industry maturity.

In his new role, Balsom will work closely with 54 clients to assess the impact and value of investments, partnerships, and initiatives, as well as work to optimise marketing performance. In doing so, he will utilise significant experience in designing, analysing, and presenting sponsorship ROI/ROO/ROA programs and event evaluation research across multiple media channels, including TV, online, and social media, as well as consumer datasets.

Throughout his career, Balsom has led the evaluation of over 120 events globally, including major event analysis in connection to the Summer Olympics, Asian Games, international series formats and premium domestic properties.

Balsom shared “I'm hugely enthusiastic about 54's growing Data & Insights Division. We’re super-charging our use of high quality and current data across all of 54’s markets and service areas, allowing us to enhance our already unique ability to support our diverse client base. As the business grows rapidly into new sports and new markets, robust data and intelligence will become increasingly invaluable to us and to our clients."

Ed Edwards, 54 Chief Executive added “this is an incredibly exciting chapter for 54 as we expand our service offering across the global sporting landscape. With Rob’s appointment, our capabilities in business intelligence will be significantly elevated, enabling us to deliver even deeper insights and strategic value to our clients.

“Our ambition is to become the industry’s go-to partner for conceptualising, developing, and activating innovative strategies. Strengthening our expertise in Data & Insights will be instrumental in achieving this vision and solidifying our leadership in the market.”

For more information about 54, visit the newly launched website at weare54.com

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