Provisional agreement sets out plan to raise professional standards, create career pathways and deliver world-class education in booming golfing market of Vietnam
Global sports agency 54 and the Club Management Association of Europe (CMAE) have signed a Memorandum of Understanding to establish a groundbreaking partnership that will drive professional education, elevate management standards, and open new career opportunities across Vietnam’s rapidly expanding golf industry.
The collaboration brings together two international leaders in golf and club management.
54 works with those who share its belief in the power of sport including governments, investors, rightsholders, federations and developers to deliver world-class golf projects and tournaments while CMAE is Europe’s foremost authority in club management education, and renowned for its accredited Management Development Programme (MDP) and Certified Club Manager (CCM) certification.
54 boasts an expanding number of clients in Vietnam and in September signed a strategic partnership with the Vietnam Golf Association to co-develop a comprehensive national golf strategy and support the inaugural Vietnam Golf Course Owners Summit (VNGOS) staged in Hue on October 30 and 31.
This new partnership marks one of the first steps of this strategy, and will combine vocational and teaching expertise with on-the-ground influence to deliver the first internationally accredited golf management education pathway in Vietnam.
The initiative will introduce a tailored educational foundations programme, designed to equip emerging Vietnamese professionals with fundamental knowledge and skills, while preparing them to progress toward globally recognised qualifications reflecting work CMAE has conducted in other markets such as the Kingdom of Saudi Arabia.
As part of the agreement, CMAE will provide programme content, expert trainers, certification, and international accreditation, ensuring education standards align with global benchmarks. 54 will lead local coordination, marketing, recruitment, and event delivery, leveraging its strong presence and trusted relationships across Vietnam’s golf and tourism ecosystem.
Ed Edwards, 54 CEO, said: «It’s difficult to look past the potential of Vietnam as a golfing powerhouse. The Government is strongly backing this drive to position the country as a top Asian golfing destination and this agreement will create a sustainable education framework which can support that strategy,
«This partnership and the quality of the programme at VNGOS are reasons for great excitement about the future of the golf industry in Vietnam.»
Torbjorn Johansson, CEO of the CMAE, said: «You can’t fuel a fast-growing golfing market if you don’t have the education programmes and skillsets in place to sustain and build it. There is an appetite to grow golf as an economic driver from the Government down and the CMAE has extensive experience in ensuring young eager professionals get the insight and confidence they need. Our teams have collaborated closely with 54 before and I am looking forward to working with them and take Vietnam on its journey to golfing powerhouse.»
For more details about 54, visit weare54.com. Read about the Club Management Association of Europe here.
ENDS
Image Captions
1. Global sports agency and CMAE club together to fast track Vietnamese golf managers’ education. Pictured: Ed Edwards, 54 CEO
2. 54 and Club Management Association of Europe sign MOU to fast track management in booming Vietnamese golf industry. Pictured: Torbjorn Johansson, CEO of the CMAE
To download high-resolution images, please click here
Media Contact
For all media enquiries relating to 54:
Nick Nixon, Earned Media, Senior Account Director
E: media@weare54.com
Debbie Goddard, Association Manager
Club Management Association of Europe
debbie.goddard@cmaeurope.org
Tel | +44 (0) 2476 692359 | Mob | +44 (0) 7900 604814
About 54
54 is a sports and entertainment agency operating across five regions and 10 offices: United Kingdom (London), Europe (Sotogrande, Spain), MENA (Riyadh, Saudi Arabia & Dubai and Abu Dhabi, United Arab Emirates), APAC (Japan, Singapore, Vietnam & 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 Rights Management), 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.
About Club Management Association of Europe
Established in 2001, The Club Management Association of Europe (CMAE) is a non-profit making professional association with Members involved in the management of Clubs located throughout Europe, the Middle East & Northern Africa. Our multinational and multicultural Members hold management positions within the Club industry across a variety of Clubs which include Golf, Tennis, Sailing, Rowing, Rugby, Leisure & Fitness, City and Dining Clubs. The CMAE unifies 13 national associations and has in excess of 4000 Members across 40 Countries. The CMAE provides Members with a structured education programme, called the Management Development Programme (MDP), which is a series of 6 educational courses all designed to help Club Industry staff Members, Supervisors and Managers become more informed, perform better at their jobs and help them progress on their career path in Club Management. Within the MDP there are two levels of certification available, the Club Management Diploma (CMDip) and the Certified Club Manager (CCM).
