A New Era for Live Events: TBA Group Completes Strategic Acquisition of Second Sunday

In a move that signals a significant consolidation within the global live events sector, TBA Group—the international powerhouse behind some of the world’s most high-profile brand experiences—has announced the acquisition of a majority stake in Australian creative production agency, Second Sunday. The deal, which marks TBA Group’s first formal acquisition in the Australian market, unites the agile, high-impact production capabilities of Second Sunday with the global infrastructure and scale of the London-headquartered TBA Group.

For Cameron Coghlan, co-founder of Second Sunday, the partnership represents an unexpected but pivotal evolution for his firm. “Well, it wasn’t necessarily on our bingo card,” Coghlan admitted, reflecting on the rapid transformation of his boutique agency into a key component of a global network. Under the terms of the deal, the financial specifics of which remain undisclosed, Coghlan and his co-founder, Brendan Maher, will transition into shareholders of the Australian entity, retaining their operational influence while gaining access to a broader international sandbox.

The Chronology of a Strategic Alignment

The genesis of this acquisition lies in the growing demand for large-scale, high-fidelity live experiences in Australia, a market currently bracing for a “golden decade” of sporting and entertainment events.

• November 2025: TBA Group officially launches its Australian presence, establishing a Sydney headquarters to complement its existing hubs in London and Los Angeles. The timing is deliberate, aimed at securing a foothold ahead of a massive pipeline of international events, including the 2027 Men’s Rugby World Cup and the 2029 Women’s Rugby World Cup.
• Early 2026: A mutual client facilitates an introduction between TBA Group CEO Guy Horner and Second Sunday’s Cameron Coghlan. What began as a professional networking interaction quickly shifted toward discussions of a deeper, structural integration.
• Mid-2026: Due diligence and strategic planning confirm the alignment of the two agencies’ creative philosophies. Both parties identify a shared vision for the future of "In Real Life" (IRL) marketing.
• October 2026: The deal is finalized, marking TBA Group’s first Australian acquisition just before its one-year anniversary in the country.

Supporting Data: A Portfolio of Prestige

The strength of this union is anchored in the proven track records of both organizations. Second Sunday brings to the table a formidable portfolio of domestic successes. The agency has been the engine behind the production of the ARIA Awards and the AACTA Awards, and has demonstrated its versatility by delivering high-stakes logistics for the SailGP and the X Games in Sydney. Beyond third-party production, Second Sunday has successfully pioneered its own proprietary concert series, including Night at The Barracks in Sydney and Night at The Parkland in Brisbane—proving that the agency possesses both the creative vision to design events and the commercial acumen to own them.

TBA Group, conversely, brings the weight of an international titan. With offices in London, Birmingham, Los Angeles, and Sydney, the group operates across a vast spectrum of sectors, from elite sports hospitality at the Milan 2026 Winter Olympics to stadium fan engagement strategies for the FIFA World Cup. By acquiring Second Sunday, TBA Group effectively "localizes" its global expertise, ensuring that international rights holders—such as the NFL, Formula One, and MotoGP—have access to localized, on-the-ground delivery teams that understand the nuances of the Australian landscape.

Official Perspectives: The Synergy of Scale and Creativity

For Guy Horner, CEO of TBA Group, the acquisition was an exercise in finding a cultural and professional mirror. "Cam and I were introduced by a mutual client. Pretty quickly, we realized we were all on the same page on quality, creativity, and aspiration," Horner explained.

Horner emphasized that the shift in the marketing landscape necessitated this partnership. "Perhaps 10 to 15 years ago, events were a bit of an afterthought—a secondary component to an advertising campaign. Now, it’s starting with the experience. The event is the primary touchpoint, and the creative economy amplifies that outward. That is the philosophy that Second Sunday has mastered."

Coghlan expressed that the move is fundamentally about growth and the aspiration to tackle "Tier 1" global projects. "Having traveled so much internationally before starting Second Sunday, we had a good feel for the global industry. This accelerates that growth for us. When you see the type of projects that TBA does globally, that’s the work we aspire to do. You can’t beat that."

Both founders are quick to point out that despite the corporate integration, the "human" element of their respective teams remains the priority. Coghlan refers to his staff as the "A-Team," noting that maintaining the internal culture that made Second Sunday successful is non-negotiable. "We all know we party differently, and we work differently, and support our teams differently," Coghlan noted, acknowledging the cross-cultural management required when blending Australian, British, and American teams. "But the goal stays the same: we want people to love the experience, tell their friends, and come back."

Implications: A New Benchmark for the Australian Market

The implications of this deal are far-reaching for the Australian events industry, which is currently preparing for the Brisbane 2032 Olympic and Paralympic Games.

1. The Professionalization of "Experience Design"

The acquisition signals that "experience" is no longer a marketing buzzword but a core business metric. By combining Second Sunday’s production expertise with TBA’s global hospitality framework, the group is positioning itself to own the entire lifecycle of an event attendee—from pre-event digital engagement to the onsite "festival atmosphere." As Horner noted, the model set by events like the Australian Open—which transcends the "field of play" to offer a holistic, multi-day entertainment experience—is the new standard that clients now demand.

2. Global-to-Local Integration

For international rights holders looking to enter the Australian market, the barrier to entry has traditionally been finding a partner that can scale to global standards while navigating local regulatory and cultural requirements. The TBA-Second Sunday entity removes this friction. It provides a "plug-and-play" solution for global sports and entertainment brands, ensuring that the fan experience in Sydney, Brisbane, or Melbourne is indistinguishable in quality from similar events in London or Los Angeles.

3. Strengthening the Local Creative Ecosystem

There is often a fear that international acquisitions result in the "hollowing out" of local agencies. However, Coghlan’s rhetoric suggests the opposite: that the partnership acts as a catalyst for local talent to be showcased on a global stage. By integrating with TBA’s network, Australian staff will gain exposure to international best practices, while Second Sunday’s specific brand of Australian creativity—known for its warmth and high-energy engagement—will now influence TBA’s global strategy.

Looking Ahead: Filling the Bingo Card

As the industry looks toward the remainder of the decade, the "bingo card" that Coghlan initially joked about is filling up with massive milestones. The combination of TBA Group’s operational maturity and Second Sunday’s energetic delivery is perfectly timed for the upcoming influx of international capital and tourism surrounding the Rugby World Cups and the 2032 Olympics.

The partnership represents more than just a balance sheet transaction; it is a strategic repositioning of two entities that believe the future of marketing lies in the physical world. As Horner aptly summarized, the "IRL" space is currently "on fire," and for the newly expanded TBA Australia, the goal is to ensure that when the world turns its eyes to Australia for its biggest moments over the next decade, the experience on the ground is nothing short of world-class.

The merger effectively creates a formidable, end-to-end powerhouse that is set to redefine how brands engage with audiences in the Southern Hemisphere, turning every event into an opportunity for long-term customer loyalty and brand growth.