TBA Group has made its first acquisition in the market, taking a majority stake in one of the creative sector’s leading production and events agencies Second Sunday.
The deal brings Second Sunday’s team, clients and live music expertise into TBA Australia, as the global live events and brand experience agency gears up for a decade of major events heading Down Under, including the Rugby World Cup, F1 and Brisbane 2032.
Second Sunday, was founded by Cameron Coghlan and Brendan Maher, and is a creative events agency who have worked on major awards and events including the ARIA Awards, AACTA Awards, Sail GP and X Games Sydney.
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.
“We launched TBA Australia a year ago, and this speeds up our growth at a time when there is a decade of major events heading down under including F1, NFL, MotoGP, Rugby World Cup and Brisbane 2032 in addition to Second Sunday’s well established and popular Night at The Barracks concert series in Sydney and similar Night at The Parkland in Brisbane.”
Under the deal, Coghlan and Maher will become shareholders in TBA Australia.
“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. Being part of an established international agency group gives us the opportunity to accelerate our growth, expand our capabilities for our clients and access new markets, while continuing to deliver the creativity, energy and personal approach that our clients know us for,” Coghlan said.
“We’re looking forward to combining our strengths with the experience and global reach of the wider TBA Group to create even greater opportunities for our clients, our team and our partners.”
TBA Group has supported the delivery of major sporting events and brand activations globally this year. Highlights include work across in-venue hospitality and an exclusive hospitality chalet experience at the Winter Olympics in Milan 26, alongside hospitality and stadium fan experiences across nine FIFA World Cup sites in 2026.
