54
Toby Penniall is a seasoned professional in the events and operations sector, currently serving as a Senior Staging & Operations Executive at 54 since March 2023. Prior experience includes roles as an Event Executive focused on Branding and Staging at the Automotive Transformation Group from February 2022 to February 2023, and a Front of House Supervisor at Mitchells & Butlers PLC from December 2015 to February 2022. Additional notable positions include Head of Events at Inter Sports Management, Match Day Editor at WDSportz, and Bar Supervisor at Gallery Nightclub. Toby also gained experience as an Events Operations-All Sports intern at the Amateur Athletic Union of the United States and as Bar Staff and Waiter at Delaware North. Toby holds a Bachelor's degree in Sports Business and Marketing from UCFB, earned between 2017 and 2020.
54
54 is a sports and entertainment agency operating across five regions and eight offices: United Kingdom (London), Europe (Sotogrande, Spain), MENA (Riyadh, Saudi Arabia & Abu Dhabi, United Arab Emirates), APAC (Singapore & Adelaide, Australia) and USA (West Palm Beach, Florida). It works with rights holders, governing bodies, household brands and major investors who share its belief in the power of sport. 54 comprises three service areas each consisting of two divisions: 1. Strategic Advisory (Consultancy and Data & Insights), 2. Asset Optimisation (Operations and Commercial), 3. Activation & Engagement (Events and Marketing). At its core, the company has an unwavering belief in embracing the opportunities offered by pushing at the edges of conventional wisdom to turn the improbable into the unignorable.