Published on: October 16, 2026
TBA Group has completed its first market acquisition by taking a majority stake in Second Sunday, a production and events agency known for its work across the creative and live entertainment sectors.
The acquisition brings Second Sunday’s team, client relationships and live music expertise into TBA Australia. The move supports the international live events and brand experience agency’s expansion ahead of a decade of major sporting and entertainment events scheduled to take place in Australia, including the Rugby World Cup, Formula 1 and Brisbane 2032.
Founded by Cameron Coghlan and Brendan Maher, Second Sunday has delivered creative production and event experiences for major occasions, including the ARIA Awards, AACTA Awards, SailGP and X Games Sydney.
Guy Horner, founder and CEO of TBA Group, said: “Cam and Brendan have built a business with real energy and loyal clients, and it adds to our specialist expertise across sport, brands and entertainment.
“We launched TBA Australia a year ago, and this speeds up our growth at a time when there is a decade of major events heading down under including F1, NFL, MotoGP, Rugby World Cup and Brisbane 2032 in addition to Second Sunday’s well established and popular Night at The Barracks concert series in Sydney and similar Night at The Parkland in Brisbane.”
As part of the transaction, Coghlan and Maher will become shareholders in TBA Australia.
Coghlan said: “We’re incredibly proud of what we’ve built at Second Sunday, and we’re excited about what this next chapter with TBA Group will bring. Being part of an established international agency group gives us the opportunity to accelerate our growth, expand our capabilities for our clients and access new markets, while continuing to deliver the creativity, energy and personal approach that our clients know us for,
“We’re looking forward to combining our strengths with the experience and global reach of the wider TBA Group to create even greater opportunities for our clients, our team and our partners.”
The acquisition builds on TBA Group’s work delivering major sporting events and brand activations worldwide. This year’s projects include in-venue hospitality and an exclusive hospitality chalet at the Milano Cortina Winter Olympics, alongside hospitality services and stadium fan experiences across nine venues for the 2026 FIFA World Cup.
