London, England: Global sports and entertainment agency 54 has signed a new partnership with leading turf landscape, and agriculture machinery company Toro.

The agreement will see 54 provide a range of strategic services to the Toro brand, which has been producing turf and landscape maintenance machinery since it was founded in 1914.

54 will support Toro globally, expanding commercial opportunities, unlocking new strategic channels and approaches, and elevating the brand’s reach. 

The relationship adds to 54’s accelerating growth, providing strategic advisory, operations, event management and marketing services to a growing portfolio of partners from its Florida office.

Headquartered in Bloomington, Minnesota, Toro serves an expansive portfolio of customers across commercial turf maintenance, agriculture, construction, and residential sectors.

Andrew Ihrke, Toro International’s Senior Marketing Manager, said: “We’re excited to partner with 54 to deepen our understanding of the evolving needs within the greenkeeping and turfcare industry.

“Their expertise in market will help us uncover insights that drive innovation and reinforce our commitment to delivering high-performance solutions for turf professionals and greenskeepers worldwide.” 

Ed Edwards, Chief Executive Officer at 54, said: “We’re proud to be working alongside Toro, an iconic global brand whose products and mission align perfectly with 54’s purpose-driven approach.

“Our work together represents a powerful opportunity to drive measurable impact across sectors where performance and purpose go hand in hand.”

*Toro and 54 are members of the Asian Golf Industry Federation.