Global brand experience agency, TBA Group is opening in Sydney with team members also based in Melbourne and Brisbane, bringing its specialist expertise across sports, brands and entertainment to the region.
It will be led by seasoned TBA executives Brendan Furdek (client services lead) and Samantha Findlay (operations lead) who were previously part of the TBA global team.
With a reputation for creating some of the most successful brand activations and live events, the award-winning global events agency will add Sydney to its existing list of offices in London and Los Angeles.
TBA Group global CEO Guy Horner said this was an exciting time to expand TBA’s global footprint, “In-person experiences and live sport continue to grow, and Australia is an important market for brands to connect with sport fans. We have worked in the Australian market delivering for brand clients over numerous years, so it is especially exciting to have established a permanent TBA Australia team,” he said.
“We’re looking forward to bringing our global expertise and knowledge to working with brands and sports rights holders as Australia plays host to global sporting events, including Rugby World Cup 2027 and Brisbane 2032 Olympics.”
TBA has more than 40 years of experience in delivering memorable live moments for clients like Formula 1, the FIFA World Cup, Men’s and Women’s Rugby World Cup and hospitality for Tokyo 2020 and Paris 2024 Olympics.
TBA Group specialist agencies include TBA (sports, brands and entertainment divisions), Velocity Experience (F1 and motorsport specialists), VHE (entertainment and music production), and Top Banana (live corporate communications). This integrated model offers a unique and versatile partnership for Australian sporting organisations, brands, and sponsors.
The expansion comes at a pivotal time, tapping into Australia’s dynamic sports economy.
Recent figures from the Australian Sports Foundation indicate the industry generates an estimated $32 billion annually and directly employs 220,000 people.
With a “Golden Decade” of major events on the horizon, including the 2027 Men’s Rugby World Cup, the 2029 Women’s Rugby World Cup and the Brisbane 2032 Olympic and Paralympic Games, the local market is primed for a new level of creative and technical expertise.
“Australia lives and breathes sport, and there’s a unique energy here, the crowds, the culture, the passion,” said Furdek. “We want to channel that into experiences that inspire and spark an emotional connection through storytelling.”
“We’re offering the best of both worlds,” said Samantha Findlay, Operations Lead. “An Australian team that understands the local sports and live experience heartbeat, backed by world-class global execution experience and specialist expertise”.
From stadium spectaculars and fan zones, brand activations and large-scale conferences, we’re ready to bring a new standard of global expertise and local authenticity to every level of the game,” Findlay said.
The news follows the departure of Scott Dettrick and Steve McColl from M+C Saatchi in the last month. Upon McColl’s departure, Emma Robbins was promoted to Group CCO.
