Ireland’s leading experience and entertainment group, FUEL, has officially announced the acquisition of 53Six, the prominent Dublin and London-based sports marketing agency. The strategic transaction marks a significant milestone for both companies as the broader entertainment and sports industries continue to experience a profound convergence around live events, community building, and fan participation.
Under the terms of the newly finalized agreement, 53Six will retain its established brand identity and continue to operate as a specialized entity within the wider FUEL group. Leadership continuity will be maintained, with co-founders Tom Fox serving as Chief Executive Officer and Marcus McDonnell managing operations as Chief Operating Officer. The union brings together two highly influential Irish-rooted enterprises with distinct yet deeply complementary capabilities, creating an integrated powerhouse designed to service some of the world’s most recognizable brands and sports rights holders.
The acquisition places 53Six directly into the fold of FUEL, a multi-award-winning global organization recognized for its extensive work across live experiences, creative direction, employee engagement, and high-end content production. Headquartered in Dublin and supported by dedicated operational teams in the United States and the United Kingdom, FUEL commands a truly international footprint. The company routinely delivers more than 650 unique experiences and events spanning 55 cities worldwide. Its diverse and high-profile client roster includes global technology and lifestyle giants such as PayPal, Coca-Cola, Google, Meta, Airbnb, Universal Music Group, World Rugby, and Amgen.
In addition to its corporate and international event portfolio, FUEL has built a formidable reputation as a cultural tastemaker. Founded in 2013 by Jamie Deasy and Brian McDermott, the group is responsible for producing and managing major cultural festivals across Ireland. These marquee properties include WellFest, Beyond the Pale, and the Kaleidoscope festival, the latter of which is operated in successful partnership with Festival Republic, Live Nation, and MCD.
FUEL’s operational pedigree is underscored by a series of landmark cultural and sporting activations delivered over recent years. Among these high-profile projects is U2’s 50th-anniversary celebration, executed in close collaboration with Universal Music Group and Principle Management. The group’s innovative capabilities were further demonstrated through the creation of an AI-powered fan village at the Amgen Irish Open, World Cup fan zones designed for Budweiser, global corporate conferences for Coca-Cola, and the high-profile Irish premiere of Gladiator II. Industry recognition has followed these achievements, with FUEL earning the title of Experiential Agency of the Year at the European Agency Awards, securing the top agency ranking in Ireland by Eventex, and acting as the official Irish representative for 27Names, Europe’s premier live experience agency collective.
Meanwhile, 53Six brings a robust reputation and specialized skill set to the partnership. Founded in 2016, the full-service sports marketing and growth agency specializes in bridging strategy, creative storytelling, content creation, performance media, and advanced data analytics. Since its inception, the agency has established deep trust across the global sports ecosystem, partnering with major rights holders and elite brands including Arsenal, Juventus, the Football Association of Ireland (FAI), Leinster Rugby, the Irish Rugby Football Union (IRFU), the Jacksonville Jaguars, Flutter, and UEFA.
The agency’s track record highlights its proven ability to translate creative strategies and digital campaigns into tangible commercial results and stadium attendance records. For TEG Sport, 53Six deployed sophisticated, full-funnel digital media strategies that successfully drove multiple sell-out fixtures. This included achieving a historic record attendance for the Irish women’s rugby team during their inaugural fixture at the iconic Aviva Stadium. For Betfair, the agency orchestrated a fully integrated World Cup campaign in Spain featuring football icon and brand ambassador Luis Figo. Furthermore, its ongoing partnership with Leinster Rugby seamlessly blends compelling content storytelling with the implementation of a modern customer data platform, designed to deepen fan loyalty and maximize commercial revenue throughout the competitive season.
Industry observers note that this acquisition reflects a defining structural shift across the global entertainment and sporting sectors. Traditional boundaries separating live events, sports participation, and digital culture are rapidly dissolving, with modern audiences demanding deeper community connections and participatory experiences. By combining FUEL’s mastery of live environments and physical production with 53Six’s sophisticated audience intelligence and performance marketing, the newly expanded group establishes a comprehensive model capable of navigating the future of the entertainment economy.
Jamie Deasy, FUEL Co-Founder and Managing Director—who was recently named among Europe’s top 50 Event Agency Leaders—expressed enthusiasm regarding the announcement. He emphasized that the integration of 53Six aligns perfectly with FUEL’s long-term strategic vision.
"We’re delighted to welcome 53Six into the FUEL group," Deasy stated. "We’ve known Tom, Marcus, and the team for some time, and there’s a very strong cultural fit and shared ambition between our two companies. 53Six brings deep expertise in sport, performance marketing, and audience intelligence, while FUEL brings scale across live experiences, entertainment, and high-end content production. Together, we are building an end-to-end global growth engine for clients around fandom, combining world-class live experiences and content with the fan-data and insight to demonstrate their impact, while creating significant growth opportunities for both businesses internationally."
Tom Fox, Co-Founder and CEO of 53Six, echoed these sentiments, highlighting the strategic alignment that prompted the move.
"We were looking for a strategic partner that understood how sport and live experiences are increasingly interconnected, and could further accelerate our growth internationally," Fox noted. "Since day one, we’ve believed in the power of sport to create meaningful shared experiences, and in today’s world, that belief feels more relevant than ever."
Marcus McDonnell, Co-Founder and COO of 53Six, added that the operational synergies between the two organizations create an offering that stands apart in the current marketplace.
"Our capabilities are highly complementary: 53Six brings the sharp end of sports marketing, FUEL brings scale across experiences and high-end production, and together we share expertise in content and creative," McDonnell said. "That’s a genuinely different proposition for the industry, and we are excited to join the FUEL group for this next chapter."
Headquartered in Dublin with established operational teams across the United States and the United Kingdom, FUEL continues to solidify its position as an industry leader. The group maintains its diverse portfolio spanning live experiences, creative campaigns, employee engagement programs, high-end production, and major cultural festivals such as WellFest, Kaleidoscope, and Beyond The Pale.
53Six, established in 2016, remains anchored by co-founders Tom Fox—whose background includes leadership roles with Setanta Sports and Twitter—and Marcus McDonnell, whose industry experience features stints with the NBA and Pitch International. Backed by a specialized team of 20 professionals skilled in performance analytics, strategy, creative execution, content production, and digital product management, 53Six will continue driving commercial revenue and audience growth for elite global sports organizations from its Dublin and London offices.
