London – May 6th, 2021

Twenty First Group launches new brand, vision and growth strategy

We are excited to announce that 21st Club and 15th Club have consolidated under a new identity, Twenty First Group (“TFG”). The new brand launches with immediate effect with an expanded portfolio of specialisms as we look to expand into other sports.  TFG will continue to provide leading sports properties such as the Premier League, Ryder Cup Team Europe, Tottenham Hotspur, European Tour, PGA Tour, UAE Pro League, Sky Betting & Gaming, United States Golf Association, TaylorMade, UEFA and FIFA with groundbreaking sports intelligence to drive sporting success, but we will now compliment this expertise with a renewed focus on driving sporting success and unlocking commercial value for athletes, teams, rights holders, governing bodies, brands, media, betting operators and investment groups.

Blake Wooster, Group CEO of TFG, said:

“While the past twelve months have been challenging for the sports industry, our business has proved to be extremely resilient and we are extremely grateful to our clients for the faith they’ve shown in us.  It has also provided the impetus to think deeply about where we want to take our business and the difference we want to make in sport.  Having reflected on our journey so far and analysed the big macro-trends that will shape the future of sport, we felt the time was right to refresh our business with a fresh brand, new vision and, crucially, an expanded range of specialisms that we’re confident will add huge value to our existing and future clients – helping to drive sporting success and unlock commercial value, across the sporting landscape.  We’re always looking to work with partners who share our vision and, together with our clients and industry colleagues, I want TFG to be at the forefront of shaping the future of sport and igniting the passion of fans.  We can’t wait to get started.”

A track record of success

Since being established in 2013, we have helped elite athletes win major tournaments, advised teams in winning major trophies and become trusted advisers to some of the world’s leading rightsholders, sports properties and investment groups.  Despite Covid-19, we have continued to grow and even extended our long-term partnerships with the likes of Tottenham Hotspur, Ryder Cup Team Europe, UEFA, the Premier League, Sky Betting & Gaming, European Tour and Sky Sports Golf, and more recently embarked on new projects with the likes of the PGA Tour, UAE Pro League, OWGR, J-League, DAZN, FIFA and TaylorMade.

Driving sporting success to unlock commercial value

The central idea behind TFG’s new brand is to ‘Shape tomorrow (today)’ and it will serve to provide inspiration for our passion for shaping the future of sport alongside our partners.  We believe that successful sport is founded on the pillars of quality performance, compelling competition, and the passion of fans. These are the core value drivers in any sport and we specialise in understanding the interplay between these forces and providing strategic, actionable insights to unlock value for our clients.  TFG combines our strategic capability with its pioneering Intelligence Engine, a proprietary platform which generates powerful data-led insights, to underpin four TFG specialisms:

  1. Performance Intelligence: identifying and valuing talent, and delivering data and analytics to drive sporting excellence, improve due diligence and inform strategy.
  2. Competition Structure: evidence-based strategy to optimise competition schedules and structures, to maximise audience engagement and commercial upside. 
  3. Commercial Insight: leveraging our Intelligence Engine as the basis of data, insight and advice to fuel commercial growth.
  4. Audience Engagement: helping organisations identify, connect and engage with key audiences through predictive, insight-driven content that drives eyeballs and revenue.

Global capabilities 

TFG’s specialisms are at the heart of a sharper core offer which means that we are able to provide our clients across the sports landscape with tailored, bespoke solutions to drive sporting success and unlock commercial value. Over forty staff now work across data science, strategy, engineering and design and we will continue to draw on our rich heritage to help an increasing number of sports properties on their own journey in becoming data-driven organisations. 

In 2020, we created a new Leadership Team with members drawn from both sport and other sectors. We now have offices in the UK, Continental Europe, North America and Asia, as we seek to simultaneously grow our global presence and understand the local markets we seek to serve.  TFG will look to continue our tradition of attracting and developing some of the smartest and brightest minds, and creating a culture where our people are empowered to realise their own potential and be part of making a lasting, positive impact in sport.