TBA Group has acquired a majority stake in Australian creative production and events agency Second Sunday, marking its first acquisition in the market as it approaches a year since launching its Australian operation.
The deal brings Second Sunday’s team, clients and live music expertise into TBA Australia, strengthening the group’s capabilities across sport, brands and entertainment. Second Sunday founders Cameron Coghlan and Brendan Maher will become shareholders in TBA Australia.
The agency’s portfolio includes the ARIA Awards, AACTA Awards, SailGP and X Games Sydney, alongside the Night at The Barracks concert series in Sydney and Night at The Parkland in Brisbane.
Guy Horner, founder and CEO of TBA Group, said: “Cam and Brendan have built a business with real energy and loyal clients, and it adds to our specialist expertise across sport, brands and entertainment.”
He added that the acquisition accelerates the group’s growth as Australia prepares for a busy period of major events, including the Rugby World Cup and Brisbane 2032 Olympic and Paralympic Games.
TBA launched its Australian operation in November 2025, with a Sydney office supported by teams in Melbourne and Brisbane.
The deal is the latest in a series of moves by international agencies expanding in Australia, following Trivandi’s merger with SoldOut Events last month. Identity and asembl.group are also among the UK agencies investing in an Australian presence, as explored in our feature earlier this year.
Coghlan said: “We’re incredibly proud of what we’ve built at Second Sunday, and we’re excited about what this next chapter with TBA Group will bring.”
He said joining the international group would help Second Sunday accelerate its growth, expand its capabilities and access new markets, while retaining its personal approach to clients.
TBA Group’s recent work includes in-venue hospitality and an exclusive hospitality chalet experience at the Milan 2026 Winter Olympics, alongside hospitality and stadium fan experiences across nine FIFA World Cup sites in 2026.
The independent, founder-led group has offices in London, Los Angeles, Birmingham and Sydney, with brands including Top Banana, Velocity Experience and VHE Worldwide.