TBA Group partners with Second Sunday to enhance fan experiences

Guy Horner is leading TBA Group’s push into Australia through a partnership with music and entertainment company Second Sunday, with the two businesses aiming to bring a more locally tailored approach to fan experiences at major sporting events over the next decade.

The partnership combines TBA Group’s international event experience with Second Sunday’s understanding of Australian culture and audiences.

The focus is on helping event organisers, rights holders and sponsors create experiences that connect with fans while reflecting the character of each host city and event.

TBA Group has worked across major global events, including the Olympic Games, Formula 1 and the Rugby World Cup.

Its previous US operations have also included work connected to the LA ’28 Olympics and the Super Bowl.

As Australia prepares to host major international sporting events, the partnership will focus on how organisers can engage audiences beyond the competition itself.

While global tournaments bring international attention, the companies say local identity remains central to creating memorable experiences.

That means recognising the differences between audiences and preserving the distinct atmosphere of individual events, from the culture surrounding Formula 1 in Melbourne to the traditions and communities that shape rugby.

For TBA Group and Second Sunday, the opportunity lies in combining international expertise with local knowledge to help sponsors and event organisers deliver experiences that feel relevant to Australian fans, rather than simply replicating formats used overseas.