A new chapter for 53Six: joining the FUEL group

A big day for us: 53Six is joining the FUEL group.

This is an incredibly exciting next step for our agency, our team and the clients we work with. It brings together our expertise in sports marketing with FUEL’s scale across live experiences, entertainment and production.

We’ll continue as 53Six, led by our co-founders Tom and Marcus, with the same ambition that has driven us from the start: helping brands and rights holders grow audiences, deepen connections with fans and generate commercial results.

Why FUEL?

Since day one, we’ve believed in the power of sport to bring people together. That thought has spurred us since the start of our journey, almost exactly 10 years ago. 

Now, the connection between sport, culture and live experiences is stronger than ever. For us, finding a partner who understood that, and shared our ambition to grow internationally, was key.

With FUEL, the fit felt right from the start, both professionally and culturally.

FUEL delivers more than 650 experiences and events across 55 cities worldwide. Its work spans brands including Google, Meta, Coca-Cola, World Rugby and Universal Music Group, alongside festivals such as WellFest, Beyond the Pale and Kaleidoscope.

They know how to bring people together at scale. We know how to reach those audiences, understand what matters to them and drive action.

What we can build together

Over the years, we’ve been lucky to work with some brilliant organisations, including Arsenal, Juventus, UEFA, Flutter, the FAI, Leinster Rugby, the IRFU and GAA.

The work takes different forms, but the aim is consistent: a connected model that brings strategy, creativity, media and data together to deliver something that makes a difference.

Joining FUEL gives us more scope to connect that work with what happens on the ground. From building interest before an event to creating the experience itself and continuing the relationship afterwards, there’s a lot we can do together.

It also gives us a stronger platform to grow internationally, building on the relationships and momentum we already have.

Looking ahead

This is a big moment for Tom, Marcus and everyone at 53Six. We’re proud of what we’ve built, grateful to the clients and partners who have backed us, and excited about what comes next. From a crumb of an idea 10 years ago, to joining a global group today – it’s been a journey! 

A huge thank you to our team (past and present), who have put so much into getting us here, and to Jamie, Brian and everyone at FUEL for the welcome.

Let’s…… go!