The owners of the Four Seasons in Sharm El Sheikh are partnering with 54 to create a new 18-hole championship golf course due to open in 2026 at the luxury Red Sea destination.
The Talaat Moustafa Group has appointed 54 as strategic advisors to oversee the development of the ambitious new project as well as a number of pre-opening services including construction, operations and marketing.
The global sports and entertainment agency will also oversee the complex agronomy challenge of establishing a new course by the desert alongside Turfgrass, its new business partner with an impeccable record in establishing some of the most outstanding layouts in the world.
The team at Robert Trent Jones II golf architects has been confirmed as course designers with Mike Gorman leading the project.
TMG already has a golfing presence and pedigree with its Madinaty Golf Club on the outskirts Cairo, which was awarded Players Choice Course of the Year by the Asian Tour following the playing of International Series Egypt in 2022.
Omar Hisham Talaat, Chief Business Development Officer at Talaat Moustafa Group, said: “The group is committed to enhancing the golfing infrastructure in Egypt, particularly in Sharm El Sheikh, which is one of the most attractive tourist destinations in the world.
“Collaborating with 54, which boasts a portfolio of some of the best clients globally, will help us make the adjacent Four Seasons Resort Sharm El Sheikh even more appealing to international tourists, especially those seeking an unforgettable experience by the beautiful Red Sea.”
54 CEO Ed Edwards, said: “This is a particularly exciting project for 54 because of the stunning location of Sharm El Sheikh and the technical challenges it presents. We will help create a course befitting this unique location which will become a prized asset for what is already a standout destination for any global traveller.”
54 has enjoyed exponential growth across its strategic advisory, asset optimisation, and engagement and activation divisions in 2024, and works with a growing stable of courses, multiple sports governing bodies, brands and rightsholders.
The Four Seasons Sharm El Sheikh project will be 54’s first in the Egyptian market and second in Africa after earlier in 2024 it became a strategic advisory and marketing partner for Kigali Golf Club in the Rwandan capital.