TBA Group Acquired Majority Stake in Second Sunday
The global agency has completed its first Australian acquisition to expand its live events and production capabilities.
Updated on Oct. 15, 2026 in Soccer
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TBA Group has purchased a majority stake in Australian creative agency Second Sunday. This deal marks the first local acquisition for the global live events company in the Australian market.
Why it matters
The partnership aims to scale live event delivery for major upcoming sports and entertainment projects across Australia. This move positions the combined entity to capitalise on the influx of high-profile events expected over the next decade.
The deal involves the acquisition of a majority stake in Second Sunday, an agency that manages nine FIFA World Cup sites. The financial terms of the purchase remain undisclosed.
The players
TBA Group
A global live events and brand experience agency based in Birmingham.
Second Sunday
An Australian creative production and events agency that operates out of Sydney and Brisbane.
Cameron Coghlan
A founder of Second Sunday who has become a shareholder in TBA Australia.
Brendan Maher
A founder of Second Sunday who has become a shareholder in TBA Australia.
The details
Founders Cameron Coghlan and Brendan Maher will now serve as shareholders in TBA Australia to help integrate their local expertise. Second Sunday brings an existing portfolio that includes the ARIA Awards, AACTA Awards, and concert series like Night at The Barracks and Night at The Parkland.
Timeline
October 14, 2026: The acquisition deal was finalised and publicly announced.
Market Landscape
This acquisition follows the industry trend of consolidating production resources to meet the demands of the projected decade of major sporting and entertainment events in Australia. It significantly strengthens TBA Group's competitive positioning against other major international event firms operating locally.
The average attendee of events like the ARIA Awards or concert series will likely see no immediate change to their ticket-buying or event experience. Over time, the partnership aims to introduce more sophisticated production techniques at major venues across the country.
The takeaway
The deal signals a significant consolidation in the Australian live events sector ahead of a busy decade for large-scale production. Local event organisers and industry stakeholders should monitor how this new partnership influences bidding for upcoming major national project contracts.
Further reading
Learn more about the latest industry developments in Soccer.
Source note: This article includes information reported by Mediaweek.
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