Performance54 targets global expansion with investment from Sanabil

HMT LLP have advised the shareholders of Sunday Times Virgin Atlantic Fast Track 100 business, Performance54, on their partial exit to a strategic investor. The transaction, led by Partner Andrew Thomson and Director Ricky Lane, represents an intergenerational landmark for HMT with Andrew having sold the business of one of the shareholders parents over 15 years ago. The transaction will see the UK-based agency expand its operations both at home and abroad.

Also positioned among the FT1000 fastest growing companies in Europe by the Financial Times, Performance54 is a modern marketing and consultancy group, with extensive experience within the golf and tourism sectors, providing detailed insights to positively impact brands, destinations and stakeholder investments.

Established in 2015, Performance54 was named Golf Business of the Year at the 2020 World Golf Awards and was the first sports marketing agency to rank within the top 15 of the Sunday Times Virgin Atlantic Fast Track 100 two years in-a-row.

The investment from Sanabil will allow the group to capitalise on emerging opportunities and continue towards its growth objectives over the coming years of driving its market-leading service for golf’s biggest brands, events, destinations and personalities.

The transaction also represents the second deal Andrew and Ricky have concluded with a Sunday Times Virgin Atlantic Fast Track 100 business in the past 12 months having successfully acted as lead advisors to the shareholders of James & James, an e-commerce fulfilment solutions provider, on their £11 million investment from LDC.

HMT acted as lead advisors for the Shareholders which included assessing the strategic options for the shareholders and management, negotiating detailed investment terms, working with the shareholder’s lawyers and tax advisers on tax structuring and project managing the deal to a successful completion.

Matthew Selby from Performance 54 commented:

“HMT provided invaluable support and practical advice throughout the process and ensured that the transaction was delivered with minimum disruption to the business.”

Andrew Thomson commented:

“We are delighted to have advised Performance54 on the shareholders’ partial exit and the investment from Sanabil will enable the business to develop their offering and realise their growth ambitions. We look forward to working with them in the future.”



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