Performance54 opens offices in Australia and Singapore and announces key hires

POSTED ON December 10, 2022 @ 1:21 pm

Sports marketing, events, and consultancy group Performance54 has strengthened the experience of its team globally with senior appointments and the opening of new international offices.

Nick Haslam has joined the business and leads the newly opened office in Adelaide, as Managing Director, Australia. Having previously held senior consulting and leadership roles at North Melbourne FC, Melbourne Storm, PricewaterhouseCoopers and Crest Sport & Entertainment, Haslam brings with him a wealth of knowledge regarding the country’s sporting environment.As a partner of LIV Golf, responsible for the promotion and management of several of the tour’s international events and partnerships, Performance 54’s Australian office will initially focus on delivering next year’s Adelaide event before expanding the agency’s work into other areas.

“We’re extremely excited to appoint someone of Nick’s calibre,” noted Matthew Selby, Chief Commercial Officer, Performance54. “He brings with him extensive knowledge of national and international sporting properties and provides a specific Australian focus to our brand down under. We look forward to developing LIV Adelaide over the coming months, before building out P54 with other opportunities in Australia.”

“It’s great to join Performance54 at such an exciting time,” said Haslam. “I love what the team are doing for the game of golf, and I’m looking forward to working with LIV and South Australian Tourism Commission in bringing the event to my hometown of Adelaide, before developing Performance54’s offering across the country.”

Joining Haslam at Performance54, as Tournament Director for LIV Golf Adelaide is Roseanne Goddard. Roseanne has more than 20 years of experience in the golf industry having commenced her career with the Heineken Classic in Perth and Melbourne, before becoming the Tournament Director of the Australian PGA Championship in Queensland from 2006 to 2014, and the Australian Open from 2007 to 2017.

Performance54 also recently opened an office in Singapore headed up by Vicky Jones, formerly Championships Director at the DP World Tour. Jones is leading Performance54’s expanding presence in Asia, as Managing Director, Asia Pacific. Jones’ nearly 15-year career at the DP World Tour included overseeing all aspects of tournament delivery for events such as the EurAsia Cup and UBS Hong Kong Open, with a particular focus on management, negotiation, and delivery of commercial partnerships.