Global sports and entertainment agency 54 has launched Entourage – a hybrid tech advisory and modular platform business designed to help sports investors, rightsholders, federations, leagues, clubs, brands, major events and creators navigate digital transformation and accelerate commercial growth.
As shifting consumption reshapes the economics of sport – particularly reliance on broadcast rights revenues – organisations increasingly need strategic guidance and agile tools to adapt. Entourage provides advisory expertise while also delivering modular, easy-to-deploy technology that can activate fans, retain their loyalty, and monetise more directly.
Entourage provides advisory expertise while also delivering modular technology that can activate fans, retain their loyalty, and monetise more directly
The platform combines shared infrastructure with customisable modules, enabling each client to plug in and tailor their own solution without the burden of complex development. It can operate as a full stack or as standalone deployments, supported by ongoing advisory and integration services.
Initial modules, with more to follow, include:
Spend: Card-linked loyalty and reward tracking
Play: Gamified participation and physical activity
Connect: Community and social tools
Ignite: Live event activation
The advisory model focuses on helping clients navigate the real-world challenges of implementing technology, from designing effective membership programs that drive genuine behaviour change, to embedding AI in ways that enhance rather than overwhelm existing workflows. This includes support with data strategy, user adoption, vendor management, and long-term capability building across teams.
Jed Moore, Group CEO of 54, said: “Fan engagement has become more important but more fragmented than ever before. Traditional revenue streams are shifting, and many organisations don’t just need technology – they need a trusted partner to help them implement new strategies and tools. Entourage exists to close that gap, combining advisory expertise with ready-to-deploy tools so stakeholders looking to achieve more through sport can build the right solutions, fast, and creating lasting commercial impact.”
The initiative vision and strategy is inspired and led by Entourage Managing Director William Haxby, ex-Deloitte and founder of tech consultancy Motley, which is absorbed as part of the establishment of Entourage.
He said: “Entourage gives our clients a better way forward – fast, modular tools they can co-build with us underpinned by strategic guidance. It’s about creating platforms that work for the long term, growing communities, bringing fans closer and allowing organisations to earn more directly from doing so. Our team remains engaged beyond the initial delivery to ensure long-term success, ongoing relevance, and ROI.”
Haxby is joined by John Ostler, Head of Technology, who brings deep technical leadership to the platform’s future development.
Entourage has already been deployed across creator, federation, and major event projects. Its first public deployment will launch in the coming weeks in the form of a new fan-driven platform for one of sport’s most popular content creators. In parallel, the platform has powered fan engagement products for the PIF Global Series events in both London and Houston, demonstrating its flexibility and performance in high-profile, time-sensitive environments.
Paul Dunstan, Director of Events at Golf Saudi, owners of the PIF Global Series, said: “Working with Entourage has been a consistently positive experience. The team is dependable, delivers to a high standard, and makes the process genuinely enjoyable. They take the time to understand our needs and adapt quickly as those evolve – a partner we can trust to get it right.”
Entourage is open to partners, with additional product releases to follow in 2025. The move reflects 54’s growing commitment to innovation and its mission to build the ultimate fan engagement engine – one that blends strategic advisory, future-ready tools and scalable delivery.
For more information, visit www.weare54.com/portfolio-brands/entourage or email hello@entouragesport.com.
