Today sees the announcement of 54’s latest sports investment with the launch of Behind The Volt, a new tech-focused infrastructure and experiential business, designed to provide deeper, more meaningful interactive experiences for rights holders, event owners, investors, brands and governments.
The latest in a strategic sequence of new partnerships and investments by 54, and a feature of the global sports and entertainment agency’s sustained expansion, this new venture will position the business further into the events, technology, innovation and experiential sector.
Behind the Volt has been created in recognition of the changing face of staging showstopping events which require increasingly complex infrastructure, network and special effects solutions.
The new business promises to bring cutting-edge thinking, event technology master planning, innovation consultancy, converged network infrastructure, digital displays, lighting, pyrotechnics, special FX and much more.
Driving the business will be Matthew Selby, co-founder and group Chief Commercial Officer for 54 whose extensive experience includes major events such as the Ocean Race, Formula 1, Porsche Super Cup, Red Bull Air Race, FIFA Club World Cup, Premier League, E1 Series, World Triathlon, UCI Cycling and many professional golf events.
Seasoned events expert Alan Muller will be Managing Director, with the leadership team boasting over 40 years’ experience in delivering first-class events and brand activations in over 20 countries.
Matthew Selby said: “The people in our business have seen the event delivery sector from every angle for many years.
“We constantly balance the excitement of delivering on the front line, versus trialling more forward-thinking, innovative solutions. With Alan Muller, we have a leader in network technology, broadcast and audio-visual experiences and over the course of the last few years have plotted how we believe enhancements can be integrated with maximum impact and efficiency.
“We have reached today’s announcement ready to deploy Behind the Volt‘s arsenal of innovations and bring to life what we feel is a crucial next step in how events businesses deliver results and connect with fans.“
Behind the Volt is a portfolio business of 54, and is an incorporated entity with its own P&L and management structure.
Alan Muller will provide industry-leading technical expertise, combined with problem-solving skills and innovative thinking honed from decades of event experience at numerous sports, entertainment and corporate spectacles.
‘Our unique skillset is to be able to think holistically across all the complex needs of a contemporary event and dovetail them together in a seamless way which benefits organisers and audiences alike,“ he said
“The two key elements to Behind the Volt are our unrivalled experience and the way we think strategically. We have seen, organised, contracted and managed technology providers around the world, and know what makes the best of the best and how that technology fits into the wider picture of the event.
“We have to work harder and think better to keep sending audiences home excited and buzzing about the event they just attended. There’s no limit to what we can achieve with the expertise we have in the team.“
Behind The Volt’s launch marks the latest in a sequence of strategic investments from 54 over the last 12 months, which have included acquiring award-winning content production business MOB and partnering with the live sports broadcasting platform Creator Sports Network.