TBA Group takes majority stake in Second Sunday for its first Australian deal

Less than a year after planting its flag in Sydney, TBA Group has made its first Australian acquisition. The founder-led live events and brand experience agency has taken a majority stake in Second Sunday, the Sydney production and events agency behind work on the ARIA Awards, the AACTA Awards, SailGP and X Games Sydney.

Second Sunday co-founders Cameron Coghlan and Brendan Maher become shareholders in TBA Australia, and their team, clients and live music know-how move across into the Australian business. Financial terms were not disclosed.

Buying a head start

TBA, led by founder and CEO Guy Horner, runs offices in London, Los Angeles, Birmingham and Sydney, with brands including Top Banana, Velocity Experience and VHE Worldwide. Its Sydney hub opened in November 2025 with teams in Melbourne and Brisbane, according to Mediaweek, and the group's recent work spans hospitality at the Milan 2026 Winter Olympics and fan experiences at nine FIFA World Cup sites.

The logic is simple. A new entrant can grind out local credibility one pitch at a time, or it can buy a business that already has it. Horner told B&T: "We launched TBA Australia a year ago, and this speeds up our growth."

The timing matters too. Australia has a long run of big-ticket events ahead, from the Rugby World Cup to F1 and the Brisbane 2032 Olympics, and TBA wants local production muscle in place before the briefs land.

More than a production shop

What makes Second Sunday interesting is that it owns some of its own product. Alongside client work, it runs the Night at The Barracks concert series in Sydney and Night at The Parkland in Brisbane. That is real intellectual property in a sector where most agencies only rent out their people.

The deal also started the way many good ones do: Horner and Coghlan were introduced by a mutual client, Mediaweek reported. Coghlan admitted to the title that selling "wasn't necessarily on our bingo card", but said the two businesses shared values and a passion for events.

For founders, the structure is worth noting. Rather than cashing out entirely, Coghlan and Maher keep skin in the game through equity in TBA Australia, so they share in the upside of the platform they are helping to build.

Running an events or experiential agency and wondering what a buyer would see? Start the conversation at Agencies.co.

Sources: Mediaweek, B&T, CIM Business Events