Total Sport and Entertainment

What Total Sport and Entertainment does

Total Sport and Entertainment (TSE) is an Australian full-service sports marketing agency founded in 1994 and headquartered at the Entertainment Quarter in Sydney's Moore Park. The firm delivers strategy, creative, production, sponsorship consulting, social media, events, talent management (notably for three-time NBA champion Luc Longley), and website design services to consumer brands, sports organisations, and event holders. Revenue is generated almost entirely on a professional services basis — project-based fees, retainers, and talent representation commissions — with pricing scoped per engagement rather than published.

Distinct from a pure agency, TSE also owns and operates professional sports teams. Through its wholly owned Hoops Capital subsidiary, TSE controls the Sydney Kings (NBL, acquired 2018) and the Sydney Flames (WNBL), jointly operates Hoops Capital East with the AFL's Sydney Swans, and is delivering Australia's first NBL Centre of Excellence in Auburn with $30 million of government funding. This owner-operator footprint, combined with a strategic partnership in boxing promotion (No Limit Boxing, brokered alongside a Foxtel broadcast alliance), provides the agency with practical commercial insight into ticketing, sponsorship, and fan engagement that it sells into external clients alongside Kia, Under Armour, Tooheys, Hahn, The Star Sydney, Harvey Norman, NBL, NSWRL and others. The firm has no proprietary technology platform and operates a domestic, single-country (Australia) service delivery model.

Name

Total Sport and Entertainment

Legal name

TOTAL SPORTS AND ENTERTAINMENT

Website

https://tse.group

Company type

Private

Founded year

1994

Operating status

Operating

Short description

Total Sport and Entertainment is an Australian full-service sports marketing agency, founded in 1994, providing strategy, creative, production, sponsorship, events, social media, and talent management to consumer brands, sports organisations, and event holders, while also owning the Sydney Kings and Sydney Flames basketball teams via Hoops Capital.

Ownership category

akta.pro rank

Product category

Sports Marketing Services

NAICS

Sports Teams and Clubs (711211), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Team Sports Clubs (Football/Soccer, Basketball, Baseball, Hockey, Rugby, Cricket, etc.) (MPAKABAA)

akta.pro secondary industries

Athlete & Talent Representation (Agents, Managers) (MPAKAKAA), National Governing Bodies (NGBs) (MPAKAFAC)

Keywords

• Sports marketing agency
• Event management services
• Sponsorship consulting
• Creative production
• Talent management

Headquarters

HQ city

Crows Nest

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Creative & Production Services: In-house creative and production team providing campaign concepts, design, branding, film, photography, animation, and content creation. Revenue generated through project-based fees for creative deliverables.
2. Strategy & Marketing Consulting: Brand strategy, sports marketing strategy, event marketing, and planning services provided to brands and sports organizations. Fees charged for strategic consultancy and advisory engagements.
3. Event Production & Management: End-to-end event concepting, planning, management, and delivery including fan experiences, sponsor activations, and large-scale sporting events. Revenue from event production fees and management retainers.
4. Sponsorship Management: Sponsorship strategy, campaign activation, consulting, negotiation, and ongoing sponsorship management for rights holders and brands. Revenue generated through consulting fees and management retainers.
5. Social Media Services: Social strategy, content planning, management, and paid social implementation. Revenue from retainer arrangements.
6. Talent Management (Luc Longley): Management of all commercial partnerships and brand work for Luc Longley, including brand ambassadorships, speaking engagements, and content projects. Revenue from talent representation commissions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Total Sport and Entertainment (TSE) is a full-service sports marketing agency founded in 1994 in Australia, providing strategy, creative, production, sponsorship management, event management, social media, and talent management services to brands, sports organizations, and rights holders. The company also owns and operates professional basketball teams — the Sydney Kings (NBL) and Sydney Flames (WNBL) — through its Hoops Capital business unit, with offices based at Sydney's Entertainment Quarter.

Product overview

Total Sport and Entertainment (TSE) is a full-service sports marketing agency offering an integrated suite of services including Strategy & Marketing, Creative & Production, Social Media, Sponsorship, Events & Activation, Luc Longley Talent Management, and Website Design & Development. The agency operates both as a service provider and active sports industry participant, owning professional basketball teams (Sydney Kings, Sydney Flames) under the Hoops Capital business unit. TSE also manages sports properties such as No Limit Boxing and produces documentary content (Lane Violation) and campaign platforms (Blues Kingdom).

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Marketing & Sponsorship Services
• Creative Production
• Event Management
• Talent Management
• Sydney Kings (NBL Team)
• Sydney Flames (WNBL Team)
• Hoops Capital

Quantifiable outcome

• NBL's highest ever attendance of 18,124 fans achieved by owned Sydney Kings team
• +3 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

26 partnerships are on record, tiered core and minor.

• Harvey NormancoreGTM or Marketing Partner · 1 January 2024Long-term commercial partnership secured for Sydney Kings. Harvey Norman serves as major sponsor for the basketball business.
• No Limit BoxingcoreStrategic or Co-development Partner · 1 November 2021Long-term strategic partnership where TSE united promoter, broadcaster and agency under one vision. TSE helped broker marketing and broadcast alliance with Foxtel, managed major event production, led all commercial partnerships, and developed marketing approach that elevated Tim Tszyu into a national headline act. TSE remains central player leading all ticket sales and pay-per-view marketing.
• FoxtelcoreStrategic or Co-development Partner · 1 November 2021Marketing and broadcast alliance brokered by TSE as part of No Limit Boxing partnership. Foxtel serves as broadcast partner for major boxing events including Tim Tszyu fights at Qudos Bank Arena.
• Sydney FlamescoreOthersTSE owns and operates the Sydney Flames WNBL basketball team as part of Hoops Capital vertically integrated basketball business.
• Sydney KingscoreOthersTSE owns and operates the Sydney Kings NBL basketball team as part of Hoops Capital vertically integrated basketball business. Team achieved back-to-back championships in 2022 and 2023.
• Hoops Capital East (JV with Sydney Swans)minorStrategic or Co-development PartnerJoint venture with Sydney Swans AFL club to expand basketball operations under Hoops Capital East banner.
• McGrath FoundationminorStrategic or Co-development PartnerStrategic charity partnership for Pink Hoops double header fundraiser event at Qudos Bank Arena benefiting breast cancer awareness.
• ConfluxminorGTM or Marketing PartnerPartner brand visible in TSE client/work portfolio.
• WestpacminorGTM or Marketing PartnerPartner brand visible in TSE client/work portfolio.
• Under ArmourcoreGTM or Marketing PartnerTSE appointed as Under Armour's production company in Australia. Handles athlete content shoots, campaign production, and retail creative. Worked on Douglas Costa signing launch and Unstoppable campaign.
• Kayo SportsminorGTM or Marketing PartnerPartner brand visible in TSE client/work portfolio.
• The Star SydneycoreGTM or Marketing PartnerLong-standing partner of NSW Rugby League. TSE created 'Blues Kingdom' campaign for 2025 State of Origin series to make The Star the home of Origin in Sydney.
• NBLcoreGTM or Marketing PartnerNational Basketball League partnership. TSE's owned teams (Sydney Kings and Flames) compete in NBL/WNBL. Government partnership to build NBL Centre of Excellence.
• NSW Rugby League / NSW BluescoreGTM or Marketing PartnerTSE partnered with The Star Sydney and NSW Blues for State of Origin marketing campaigns including Blues Kingdom activation.
• RabbitohsminorGTM or Marketing PartnerPartner sports team visible in TSE client/work portfolio.
• Canterbury-Bankstown BulldogsminorGTM or Marketing PartnerPartner sports team visible in TSE client/work portfolio.
• Netball NSWminorGTM or Marketing PartnerPartner organization visible in TSE client/work portfolio.
• Sydney Cricket Club / WaratahsminorGTM or Marketing PartnerPartner organization visible in TSE client/work portfolio.
• Rugby AustraliaminorGTM or Marketing PartnerPartner organization visible in TSE client/work portfolio.
• GatorademinorGTM or Marketing PartnerHistorical sponsorship client referenced as part of TSE's 25+ years in sponsorship work.
• CitibankminorGTM or Marketing PartnerHistorical sponsorship client referenced as part of TSE's 25+ years in sponsorship work.
• Energy AustraliaminorGTM or Marketing PartnerHistorical sponsorship client referenced as part of TSE's 25+ years in sponsorship work.
• Canadian ClubminorGTM or Marketing PartnerHistorical sponsorship client referenced as part of TSE's 25+ years in sponsorship work.
• Jim BeamminorGTM or Marketing PartnerHistorical sponsorship client referenced as part of TSE's 25+ years in sponsorship work.
• Kraft HeinzminorGTM or Marketing PartnerHistorical sponsorship client referenced as part of TSE's 25+ years in sponsorship work.
• Kia MotorscoreGTM or Marketing PartnerKia is official automotive partner of NBA and WNBA. TSE manages Luc Longley's partnership with Kia for EV-9 campaign and Tasman campaign, placing him alongside global icons like Rafael Nadal.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Octagon: Global sports marketing and athlete representation agency. Directly comparable to TSE across sponsorship consulting, event production and athlete management, with deeper international reach but less vertically integrated team ownership.
• Wasserman: Sports marketing, athlete representation and events agency. Closest functional analogue to TSE's combined agency + talent (Luc Longley management) model, though much larger and US-centric.
• Gemba: Australian sports and entertainment marketing consultancy. Direct local competitor to TSE's strategy and sponsorship consulting business, often pitching for the same Australian brand briefs.
• Roc Nation Sports: Athlete representation and sports marketing venture. Comparable to TSE on talent management (Luc Longley equivalent) plus commercial/partnership orchestration for athletes and rights-holders.

Broad incumbents

• IMG: Global sports and entertainment management giant (Endeavor). Operates across the same agency, events, and rights-holder services TSE offers, with broader portfolio but less bespoke Australian-market focus.
• CAA Sports (Creative Artists Agency): Talent representation and sports marketing arm of CAA. Overlaps with TSE on talent management (e.g. Luc Longley), sponsorship consulting and event production, at much greater scale.
• MKTG (Dentsu Sports): Sports and experiential marketing arm of Dentsu. Competes with TSE for brand-driven sports sponsorship activation and event experience work in the Australian and APAC market.

Emerging players

• Two Circles: Data-driven sports marketing agency. Increasingly competing with TSE for sponsorship strategy and fan-engagement mandates, though without TSE's owned-team vertical integration.
• BSE Global: Owner-operator of sports and entertainment properties (e.g. Brooklyn Nets/Barclays Center). Conceptually analogous to TSE's Hoops Capital model: owning teams and running marketing/agency services in-house.

Regional players

• Republic of Everyone: Australian brand and culture-led creative agency. Competes with TSE's Creative Studio offering (Hahn, Tooheys, Lane Violation-style campaigns), particularly for challenger and purpose-led brand work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/tse_game_on
• Facebookfacebook.com/tse.game.on

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Total Sport and Entertainment