TPF Group

What TPF Group does

TPF Group (trading as TPF – To Play Forward) is an independent, privately held creative and technology agency founded in 1988 in Melbourne, Australia. The company operates an integrated end-to-end model spanning creative strategy and content, consumer promotions, merchandise and apparel design and production, licensing and partnership management, events and activations, web and e-commerce, fulfillment and logistics, and proprietary tech solutions. TPF serves enterprise clients primarily in sport (Red Bull Ampol Racing, AFL Auskick, NRL, Queensland Reds, Sydney FC, Luton Town FC, England and Wales Cricket Board), FMCG and consumer brands (Chobani, Mentos, Chux, Rexona, Glad, Unilever's OMO, Boost Juice, Betty's Burgers, Streets/Golden Gaytime, Bega, Burt's Bees), apparel (adidas Australia), and automotive/heritage brands (Holden Legends, Sandman).

TPF's technology backbone consists of three proprietary platforms: mber+, a loyalty and personalised commerce command centre providing inventory intelligence, partner fulfillment, branded storefronts, and data-driven insights; ezymerch, an on-demand merchandise platform enabling print-to-order production without warehousing; and adidas custom, a digital platform for designing and managing customised adidas apparel. These platforms are supported by an in-house production facility and a fulfillment centre in Ho Chi Minh City, Vietnam, in addition to the Melbourne headquarters and a London office serving UK and European markets.

TPF earns revenue through five streams: creative and campaign professional services fees, licensing royalties and merchandise margins (notably exclusive deals with Red Bull Ampol Racing and heritage brands), B2B distribution and fulfillment (including the adidas Australia partnership), consumer promotions and campaign delivery, and subscription-style access to its tech platforms. The company employs 101-250 staff across Australia, Vietnam, and the UK.

Name

TPF Group

Legal name

TPF

Website

https://tpf.com.au

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

101–250 employees

Short description

TPF Group is an independent Australian creative and technology agency that delivers end-to-end brand campaigns, merchandise programmes, licensing deals, and proprietary commerce platforms (mber+, ezymerch, adidas custom) for enterprise clients in sport, FMCG, and consumer brands across Australia, the UK, and Southeast Asia.

Ownership category

akta.pro rank

Product category

Creative and Marketing Agency Services

SIC

Services-Advertising Agencies (7311), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Trade Promotion Management & Optimization (TPM/TPO) (MPAAAJAH)

Keywords

• Creative agency services
• Brand merchandise programs
• Licensing partnerships
• Loyalty platform technology
• On-demand fulfillment

Headquarters

HQ city

Prahran

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Creative and Campaign Services: Full-service creative agency fees for brand strategy, art direction, campaign development, content creation, photography, and production across all brand touchpoints.
2. Licensing and Merchandise Partnerships: Exclusive licensing agreements with sports teams (Red Bull Ampol Racing, Holden Legends) and brand partnerships. TPF manages entire merchandise programs from concept to fulfillment, earning licensing fees and margin on merchandise sales.
3. Distribution and Fulfillment: B2B distribution partnerships (adidas Australian distribution partner) generating revenue through merchandise sales, plus fulfillment services for consumer promotions and e-commerce operations.
4. Consumer Promotions: Tactical campaign delivery including competitions, giveaways, gamification, instant-win mechanics, and promo campaigns with integrated fulfillment of prizes.
5. Tech Platform Subscriptions: mber+ and ezymerch platforms power client merchandise and loyalty programs, enabling subscription-based access to branded storefronts and analytics.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

TPF Group is an independent, full-service creative and technology agency that delivers end-to-end brand campaigns, merchandise programs, licensing partnerships, consumer promotions, events and activations, e-commerce, fulfillment and logistics for enterprise clients. It complements these creative and production services with proprietary technology platforms (mber+, ezymerch, and adidas custom) that power loyalty programs, on-demand merchandise production, and customised branded apparel at scale.

Differentiator

Problem solved

Functional benefit

Brands

• mber+: All-in-one command centre for scalable, performance-led commerce providing loyalty and personalisation solutions, inventory intelligence, partner fulfilment, branded storefronts, and data-driven insights.
• ezymerch
• adidas custom

Products and services

• mber+ An all-in-one command centre for scalable, performance-led commerce and customer loyalty. Provides inventory intelligence, partner fulfilment, branded storefronts, loyalty and personalisation capabilities, and data-driven insights with full control over merchandise management. Used by sporting clubs, fitness chains and membership organisations such as AFL Auskick, Luton Town FC, Queensland Reds, Richmond FC, Sydney FC and Body Fit Training.
• EzyMerch An on-demand merchandise platform offering limitless products with professional print quality. Handles everything from single pieces to large runs with speed and precision, with no warehouses and no wasted stock. Targets SMBs, individuals and organisations needing low-volume customised merchandise.
• adidas custom A digital platform for designing, ordering and managing customised adidas apparel and merchandise. Enables sporting clubs, schools, businesses and organisations to choose from a premium range of adidas products and personalise them with colours, logos, names, numbers and graphics. Operated by TPF as adidas's official Australian B2B distribution partner.
• TPF Creative and Technology Agency Services Full-service independent creative and technology agency offering end-to-end capabilities including creative and content, consumer promotions, merchandise and apparel, licensing and partnerships, events and activations, web and e-commerce, fulfilment and logistics, and tech solutions for enterprise brands.

Quantifiable outcome

• 42,000 entries, 76,000 visits, 5,000 prizes, 100% redemption rate on Mentos campaign
• +4 more outcomes

Named customers28 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

13 partnerships are on record, tiered flagship and core.

• adidasflagshipChannel Partner/ Reseller/ DistributorOfficial Australian B2B distribution partner appointed by adidas. TPF delivers end-to-end solution for customised adidas apparel and merchandise. Digital platform 'adidas custom' enables sporting clubs, schools, businesses and organizations to create premium personalised adidas products.
• Red Bull Ampol RacingflagshipOEM/ Whitelabel/ Licensing PartnerExclusive licensing and merchandise partner managing entire program from concept and creative through to production, eCommerce and fulfillment. TPF delivers premium apparel, accessories and fan gear for Australia's most successful Supercars team. Manages event retail at 14 Supercar events in Australia and New Zealand.
• DixxoncoreStrategic or Co-development PartnerCollaborative partnership for RBAR x Dixxon signature flannel line. Fuses Dixxon's signature flannel craftsmanship with Red Bull Ampol Racing's high-performance DNA for authentic, limited-edition apparel.
• SandmancoreOEM/ Whitelabel/ Licensing PartnerExclusive partner and licensing agency for Sandman, reigniting iconic Australian lifestyle brand. Through strategic brand management, creative development, and merchandise programs, TPF drives brand evolution bringing spirit of freedom, adventure and nostalgia to new audiences.
• mber+coreTechnology or IntegrationProprietary tech platform developed by TPF enabling loyalty, personalization, and merchandise management for clients. Provides inventory intelligence, partner fulfillment, branded storefronts, and data-driven insights.
• ezymerchcoreTechnology or IntegrationProprietary on-demand merch platform developed by TPF. Offers limitless products with professional print quality, handling single pieces to large runs. No warehouses, no wasted stock. Made to order.
• Queensland RedscoreTechnology or Integrationmber+ store partnership enabling members to choose exclusive merchandise instead of generic packs, with personalized options for showing team pride.
• Luton Town Football ClubcoreTechnology or IntegrationFirst mber+ redemption platform in English football. Enables Hatters and Global Hatters members plus hospitality guests to choose and personalise membership packs with on-demand fulfillment.
• AFL AuskickcoreTechnology or IntegrationAnnual participant pack fulfillment via mber+ platform for over 100,000 AFL Auskick children. Features Indigenous artwork from commissioned artists, club-branded tees, Sherrin footballs, and custom lunch bags.
• Holden LegendscoreOEM/ Whitelabel/ Licensing PartnerExclusive licensing partnership for official Holden Legends online store. Full eCommerce platform celebrating Australia's most iconic automotive brand with advanced product filtering, secure checkout, and real-time inventory control.
• Walkinshaw Andretti UnitedcoreChannel Partner/ Reseller/ DistributorMerchandise and retail activation rights for Supercars team across Australian events.
• Tickford RacingcoreChannel Partner/ Reseller/ DistributorMerchandise and retail activation rights for Supercars team across Australian events.
• Monster RacingcoreChannel Partner/ Reseller/ DistributorMerchandise and retail activation rights for Supercars team across Australian events.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• MullenLowe Australia: Australian integrated marketing agency offering creative, brand activation and consumer promotions to enterprise clients, comparable in scale and service mix to TPF.
• R/GA: Global creative + technology agency combining brand strategy, design, technology platforms and production — closely mirrors TPF's integrated model of creative, proprietary tech (mber+/ezymerch equivalents) and fulfilment.
• DDB Group Australia: Major Australian creative agency network offering integrated brand campaigns, promotions and digital services to enterprise clients including FMCG and sports-adjacent brands.
• Clemenger BBDO Melbourne: Leading Australian creative advertising agency competing for the same enterprise brand, FMCG and sport-adjacent clients with full-service campaign capabilities.
• Accenture Song (formerly The Monkeys): Australian-born creative agency (The Monkeys) now part of Accenture Song, providing end-to-end creative, content and commerce solutions to enterprise brands — directly comparable creative + commerce model.
• Fanatics: Global sports merchandise platform with licensing, e-commerce, on-demand production and event retail — directly comparable to TPF's Red Bull Ampol Racing, AFL and Supercar merchandise operations.
• Pegasus Australia: Australian integrated marketing agency with strong sport, sponsorship activation and consumer promotion capabilities serving many of the same verticals as TPF.

Broad incumbents

• Wunderman Thompson Australia: Global creative, technology and commerce agency (now part of VML) competing for enterprise brand mandates with integrated creative + commerce capabilities.
• Merkle (Dentsu): Global data-driven marketing and loyalty platform provider within Dentsu, comparable to TPF's mber+ loyalty/personalisation offering but operating as part of a much larger holding company portfolio.
• Ogilvy Australia: Global creative network with strong presence in Australia serving FMCG and consumer brand clients with full-service advertising, promotions and brand experience capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TPFcreative
• LinkedInlinkedin.com/company/tpf-agency
• Instagraminstagram.com/tpf_agency

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about TPF Group