{"id":5492,"date":"2021-04-27T15:59:01","date_gmt":"2021-04-27T14:59:01","guid":{"rendered":"https:\/\/tfg.21stclub.com\/?p=5492"},"modified":"2021-05-08T16:39:43","modified_gmt":"2021-05-08T15:39:43","slug":"twenty-first-group-launches-new-brand-vision-and-growth-strategy","status":"publish","type":"post","link":"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/","title":{"rendered":"Twenty First Group launches new brand, vision and growth strategy"},"content":{"rendered":"
<\/div>\n

<\/div><\/div><\/div>
\n

London \u2013 May 6th, 2021<\/em><\/p>\n<\/div><\/section>
\n

<\/span><\/span><\/div>
\n

Twenty First Group launches new brand, vision and growth strategy<\/h2>
<\/div><\/div><\/div>
\n
<\/span><\/span><\/div><\/p><\/div>\n
<\/div>\n
<\/div>\n

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.\u00a0 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.<\/span><\/p>\n

Blake Wooster, Group CEO of TFG, said:<\/b><\/p>\n

\u201cWhile 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\u2019ve shown in us.\u00a0 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.\u00a0 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\u2019re confident will add huge value to our existing and future clients – helping to drive sporting success and unlock commercial value, across the sporting landscape.\u00a0 We\u2019re 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.\u00a0 We can\u2019t wait to get started.\u201d<\/span><\/p>\n

A track record of success<\/b><\/p>\n

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\u2019s leading rightsholders, sports properties and investment groups.\u00a0 Despite Covid-19, we have continued to grow and even extended our long-term partnerships with the likes of Tottenham Hotspur<\/a>, Ryder Cup Team Europe<\/a>, UEFA, the Premier League<\/a>, Sky Betting & Gaming<\/a>, European Tour<\/a> and Sky Sports Golf, and more recently embarked on new projects with the likes of the PGA Tour, UAE Pro League<\/a>, OWGR<\/a>, J-League, DAZN<\/a>, FIFA and TaylorMade.<\/span><\/p>\n

Driving sporting success to unlock commercial value<\/b><\/p>\n

The central idea behind TFG\u2019s new brand is to \u2018Shape tomorrow (today)\u2019 and it will serve to provide inspiration for our passion for shaping the future of sport alongside our partners.\u00a0 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.\u00a0 TFG combines our strategic capability with its pioneering Intelligence Engine, a proprietary platform which generates powerful data-led insights, to underpin four TFG specialisms:<\/span><\/p>\n

    \n
  1. Performance Intelligence<\/b>: identifying and valuing talent, and delivering data and analytics to drive sporting excellence, improve due diligence and inform strategy.<\/span><\/li>\n
  2. Competition Structure<\/b>: evidence-based strategy to optimise competition schedules and structures, to maximise audience engagement and commercial upside.\u00a0<\/span><\/li>\n
  3. Commercial Insight<\/b>: leveraging our Intelligence Engine as the basis of data, insight and advice to fuel commercial growth.<\/span><\/li>\n
  4. Audience Engagement<\/b>: helping organisations identify, connect and engage with key audiences through predictive, insight-driven content that drives eyeballs and revenue.<\/span><\/li>\n<\/ol>\n

    Global capabilities\u00a0<\/b><\/p>\n

    TFG\u2019s 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.\u00a0<\/span><\/p>\n

    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,\u00a0North America<\/a>\u00a0and Asia<\/a>, as we seek to simultaneously grow our global presence and understand the local markets we seek to serve.\u00a0 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.<\/span><\/p>\n<\/div><\/section>
    \n

    <\/span><\/span><\/div>
    \n
    BACK TO COMPANY NEWS<\/span><\/a><\/div><\/p><\/div>
    <\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":16,"featured_media":5681,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oasis_is_in_workflow":0,"_oasis_original":0,"inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[],"acf":[],"yoast_head":"\nTwenty First Group launches new brand, vision and growth strategy - Twenty First Group Limited<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Twenty First Group launches new brand, vision and growth strategy - Twenty First Group Limited\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"Twenty First Group Limited\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-27T14:59:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-05-08T15:39:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/04\/Screenshot-2021-04-28-at-05.26.13.png\" \/>\n\t<meta property=\"og:image:width\" content=\"813\" \/>\n\t<meta property=\"og:image:height\" content=\"478\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Adam Watson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@TwentyFirstGrp\" \/>\n<meta name=\"twitter:site\" content=\"@TwentyFirstGrp\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Adam Watson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/\"},\"author\":{\"name\":\"Adam Watson\",\"@id\":\"https:\/\/www.twentyfirstgroup.com\/#\/schema\/person\/4147d3109b8463d5c10d1c799230e65f\"},\"headline\":\"Twenty First Group launches new brand, vision and growth strategy\",\"datePublished\":\"2021-04-27T14:59:01+00:00\",\"dateModified\":\"2021-05-08T15:39:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/\"},\"wordCount\":2010,\"publisher\":{\"@id\":\"https:\/\/www.twentyfirstgroup.com\/#organization\"},\"articleSection\":[\"Our news\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/\",\"url\":\"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/\",\"name\":\"Twenty First Group launches new brand, vision and growth strategy - Twenty First Group Limited\",\"isPartOf\":{\"@id\":\"https:\/\/www.twentyfirstgroup.com\/#website\"},\"datePublished\":\"2021-04-27T14:59:01+00:00\",\"dateModified\":\"2021-05-08T15:39:43+00:00\",\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.twentyfirstgroup.com\/#website\",\"url\":\"https:\/\/www.twentyfirstgroup.com\/\",\"name\":\"Twenty First Group Limited\",\"description\":\"Shaping the future through predictive insights and strategy.\",\"publisher\":{\"@id\":\"https:\/\/www.twentyfirstgroup.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.twentyfirstgroup.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.twentyfirstgroup.com\/#organization\",\"name\":\"Twenty First Group Limited\",\"url\":\"https:\/\/www.twentyfirstgroup.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.twentyfirstgroup.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2025\/08\/cropped-TFG_Roundel_Small_CBlue_RGB-01.png\",\"contentUrl\":\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2025\/08\/cropped-TFG_Roundel_Small_CBlue_RGB-01.png\",\"width\":512,\"height\":512,\"caption\":\"Twenty First Group Limited\"},\"image\":{\"@id\":\"https:\/\/www.twentyfirstgroup.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/twitter.com\/TwentyFirstGrp\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.twentyfirstgroup.com\/#\/schema\/person\/4147d3109b8463d5c10d1c799230e65f\",\"name\":\"Adam Watson\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Twenty First Group launches new brand, vision and growth strategy - Twenty First Group Limited","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/","og_locale":"en_GB","og_type":"article","og_title":"Twenty First Group launches new brand, vision and growth strategy - Twenty First Group Limited","og_url":"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/","og_site_name":"Twenty First Group Limited","article_published_time":"2021-04-27T14:59:01+00:00","article_modified_time":"2021-05-08T15:39:43+00:00","og_image":[{"width":813,"height":478,"url":"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/04\/Screenshot-2021-04-28-at-05.26.13.png","type":"image\/png"}],"author":"Adam Watson","twitter_card":"summary_large_image","twitter_creator":"@TwentyFirstGrp","twitter_site":"@TwentyFirstGrp","twitter_misc":{"Written by":"Adam Watson","Estimated reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/#article","isPartOf":{"@id":"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/"},"author":{"name":"Adam Watson","@id":"https:\/\/www.twentyfirstgroup.com\/#\/schema\/person\/4147d3109b8463d5c10d1c799230e65f"},"headline":"Twenty First Group launches new brand, vision and growth strategy","datePublished":"2021-04-27T14:59:01+00:00","dateModified":"2021-05-08T15:39:43+00:00","mainEntityOfPage":{"@id":"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/"},"wordCount":2010,"publisher":{"@id":"https:\/\/www.twentyfirstgroup.com\/#organization"},"articleSection":["Our news"],"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/","url":"https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/","name":"Twenty First Group launches new brand, vision and growth strategy - Twenty First Group Limited","isPartOf":{"@id":"https:\/\/www.twentyfirstgroup.com\/#website"},"datePublished":"2021-04-27T14:59:01+00:00","dateModified":"2021-05-08T15:39:43+00:00","inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.twentyfirstgroup.com\/twenty-first-group-launches-new-brand-vision-and-growth-strategy\/"]}]},{"@type":"WebSite","@id":"https:\/\/www.twentyfirstgroup.com\/#website","url":"https:\/\/www.twentyfirstgroup.com\/","name":"Twenty First Group Limited","description":"Shaping the future through predictive insights and strategy.","publisher":{"@id":"https:\/\/www.twentyfirstgroup.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.twentyfirstgroup.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/www.twentyfirstgroup.com\/#organization","name":"Twenty First Group Limited","url":"https:\/\/www.twentyfirstgroup.com\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.twentyfirstgroup.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2025\/08\/cropped-TFG_Roundel_Small_CBlue_RGB-01.png","contentUrl":"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2025\/08\/cropped-TFG_Roundel_Small_CBlue_RGB-01.png","width":512,"height":512,"caption":"Twenty First Group Limited"},"image":{"@id":"https:\/\/www.twentyfirstgroup.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/twitter.com\/TwentyFirstGrp"]},{"@type":"Person","@id":"https:\/\/www.twentyfirstgroup.com\/#\/schema\/person\/4147d3109b8463d5c10d1c799230e65f","name":"Adam Watson"}]}},"_links":{"self":[{"href":"https:\/\/www.twentyfirstgroup.com\/wp-json\/wp\/v2\/posts\/5492"}],"collection":[{"href":"https:\/\/www.twentyfirstgroup.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.twentyfirstgroup.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.twentyfirstgroup.com\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/www.twentyfirstgroup.com\/wp-json\/wp\/v2\/comments?post=5492"}],"version-history":[{"count":10,"href":"https:\/\/www.twentyfirstgroup.com\/wp-json\/wp\/v2\/posts\/5492\/revisions"}],"predecessor-version":[{"id":6169,"href":"https:\/\/www.twentyfirstgroup.com\/wp-json\/wp\/v2\/posts\/5492\/revisions\/6169"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.twentyfirstgroup.com\/wp-json\/wp\/v2\/media\/5681"}],"wp:attachment":[{"href":"https:\/\/www.twentyfirstgroup.com\/wp-json\/wp\/v2\/media?parent=5492"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.twentyfirstgroup.com\/wp-json\/wp\/v2\/categories?post=5492"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.twentyfirstgroup.com\/wp-json\/wp\/v2\/tags?post=5492"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}