Sport specialist TBA Group launches in Australia, with eye on Olympics

Branding agency TBA Group has expanded to Australia, opening a Sydney office with staff in Melbourne and Brisbane to service clients across sport, brands and entertainment.

The operation will be led by Brendan Furdek and Samantha Findlay, both long-time TBA executives who have worked across major events including the Rugby World Cup and Olympic Games.

Global CEO Guy Horner said the move marks a key step in TBA’s global growth.

“In-person experiences and live sport continue to grow, and Australia is an important market for brands to connect with fans. We’ve delivered for clients here for many years, so it’s exciting to now have a permanent TBA Australia team,” Horner said in a press release.

TBA Group operates brand activations and live events for clients such as Formula 1, FIFA World Cup, Rugby World Cup and Olympic hospitality programs.

The expansion comes amid Australia’s “golden decade” of major events, including the 2027 Men’s Rugby World Cup, 2029 Women’s Rugby World Cup and the Brisbane 2032 Olympic and Paralympic Games.

“Australia lives and breathes sport - the crowds, the culture, the passion,” Furdek added. “We want to channel that energy into experiences that inspire and connect through storytelling.”