Reddoor Live’s Global Expansion Strategy

Action from the PIF Saudi International. Picture by Andrew Redington/IMG via Getty Images.

London, England: RedDoor54 is to rebrand as Reddoor Live (a Performance54 Company) as the specialist event and sport brand activation agency builds on its successes with increased presence in Saudi Arabia and expansion around the world.

The rebrand reflects the growth of the business since it was formed as RedDoor54 in 2019 through a merger of RedDoor Events and global sports agency, Performance54, and showcases a forward-thinking approach to working with a range of brands, sports rights holders and corporate clients. Performance54 remains the majority owner of the company.

Reddoor Live will place focus on its key growth market in Saudi Arabia, where it is due to open an office in the coming weeks. With a strengthened visual identity, Reddoor Live will appeal to more diverse opportunities while maintaining its own distinctive brand.

CEO Tony Irving said: “This is an exciting time for Reddoor Live as we continue to push the boundaries in an industry which places great emphasis on engaging and memorable fan experiences.

“We take great pride in pushing ourselves in order to deliver for our clients and this new brand truly reflects our evaluation and sets the stage for a bold new chapter for the business.”

After early days working with the likes of the HSBC World Golf Championship in Shanghai, as well as the Singapore Sevens rugby event, the business has diversified through ambitious projects, such as: Oman’s Football Fan Festival as part of the 2022 FIFA World Cup; KAEC ‘World of Moments’; and on behalf of ALDAR at the ‘City Challenge’ in Abu Dhabi, showcasing its partnership and engaging fans living in the region in conjunction with Manchester City.

Other significant activity in recent years has included partnering with major brands and events: ADNOC, Falcon Golf, Omega Dubai Desert Classic, PIF Saudi International powered by Softbank Investment Advisors and The Future Investment Initiative (FII) in Riyadh.

Reddoor Live was the inaugural fan activation partner for LIV Golf League as it came to the public’s attention through positive disruption of the professional golf space in the summer of 2022.  

The team continues to work closely with LIV Golf in delivering first-class experiences across its global schedule.  
The business also continues to work in partnership with Performance54 and Golf Saudi across multiple events on the Ladies European Tour, namely the Aramco Team Series presented by PIF and the Aramco Saudi Ladies International presented by PIF.  

Since the inception of these events, Reddoor Live has provided interactive, innovative and memorable experiences for fans to support the growing golf movement in Saudi Arabia.

*Golf Saudi is an Executive Member of the Asian Golf Industry Federation.

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