Global brand experience agency TBA Group has officially arrived in Australia, expanding its footprint with a new office in Sydney and team members based in Melbourne and Brisbane.
The move brings the award-winning company’s international expertise in sport, entertainment, and brand experiences to the region, ahead of Australia’s biggest decade of live global sporting events.
The new TBA Group Australia team will be led by seasoned TBA executives Brendan Furdek (Client Services Lead) and Samantha Findlay (Operations Lead), both of whom have previously worked within the global TBA network.
The expansion roots from the growing demand from global clients active in the Australian market. With over 40 years of experience, TBA Group has delivered high-profile projects for Formula 1, the FIFA World Cup, the Men’s and Women’s Rugby World Cups, and hospitality programs for the Tokyo 2020 and Paris 2024 Olympics.
Expanding a global network
The launch adds Sydney to TBA Group’s international homes in London and Los Angeles, marking another milestone in its mission to create world-class live experiences for global brands and rights holders.
Guy Horner, Global CEO of TBA Group, said the expansion comes at a time when live experiences are more valuable than ever and recognises Australia as a vital sports hub.
“We have worked in the Australia market delivering for brand clients over numerous years so it is especially exciting to have established a permanent TBA Australia team.
“We’re looking forward to bringing our global expertise and knowledge working with brands and sports rights holders as Australia plays host to global sporting events including Rugby World Cup 2027 and Brisbane 2032 Olympics.” Horner said
The agency’s entry comes at a pivotal time for Australia’s sports economy, which contributes an estimated $32 billion annually and employs 220,000 people, according to the Australian Sports Foundation.
With the 2027 Men’s Rugby World Cup, 2029 Women’s Rugby World Cup, and Brisbane 2032 Olympic and Paralympic Games on the horizon, the demand for integrated, high-impact event experiences continues to grow.
“Australia lives and breathes sport, and there’s a unique energy here, the crowds, the culture, the passion,” said Brendan Furdek, Client Services Lead of TBA Group Australia.
“We want to channel that into experiences that inspire and spark an emotional connection through storytelling.”
Combining global with local
The TBA Group comprises several specialist agencies, including TBA (sports, brands and entertainment divisions), Velocity Experience (Formula 1 and motorsport specialists), VHE (entertainment and music production), and Top Banana (live corporate communications).
This integrated structure enables the Australian team to deliver a full spectrum of brand and event experiences from stadium activations and fan zones to large-scale conferences and hospitality programs.
“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.”