What TBA. Group does

TBA Group is a UK-headquartered specialist brand experience agency group, operating as a public limited company (TBA PLC) since 1983. The group delivers end-to-end experiential marketing, live events, brand activations, and cultural campaigns across sports, brands, and entertainment verticals for enterprise clients. Its service offering spans strategy, creative development, production, and on-site delivery across live, digital, and hybrid formats, with work delivered at the world's largest sports events including FIFA World Cup, Olympics, Rugby World Cup, Formula 1, and NFL Super Bowl.

The group operates as a federation of four specialist subsidiaries: TBA Group (core sports, brands, and entertainment), Velocity Experience (Formula 1 and motorsport activations, co-led by former F1 driver David Coulthard), VHE (entertainment and music production), and Top Banana (live corporate communications and B2B conferences). The subsidiaries are designed to be deployed individually or jointly for integrated client programmes. The group's proprietary technology is XLAB Innovation, an AI and cloud-based suite used internally to source, collate, and filter global trends and creative ideas for the studio team; it is a workforce productivity tool rather than a customer-facing product.

TBA Group generates revenue through professional service fees on custom, project-based engagements procured by enterprise clients, with no public pricing, no resellers, and no self-service channels. Distribution is direct enterprise sales only, leveraging senior stakeholder relationships and a portfolio of marquee clients including Lenovo, Dr. Martens, Speedo, Toyota, Kia, San Miguel, World Rugby, Canalys, and M&S. The group has expanded from a UK base (London, Birmingham) to a four-office international footprint with new owned offices in Los Angeles (January 2025) and Sydney (November 2025), positioning itself for the 2026 FIFA World Cup, LA 2028 Olympics, Rugby World Cup 2027, and Brisbane 2032 Olympics. Marketing is primarily content-led through the company's website, LinkedIn, Instagram, YouTube, and a Journal/blog, supplemented by industry event hosting (e.g., Game Changers).

Name

TBA. Group

Legal name

TBA PLC

Website

https://tbagrp.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

TBA Group is a UK-headquartered specialist brand experience agency group delivering end-to-end experiential marketing, live events, and activations for enterprise clients across sports, brands, and entertainment, operating through four subsidiaries from offices in London, Birmingham, Los Angeles, and Sydney.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Experiential Event Services: End-to-end brand experience services including strategy, creative development, event production, and delivery across live, digital, and hybrid formats. Revenue is generated through professional service fees for large-scale event and activation projects for enterprise clients.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

TBA Group is an integrated agency group delivering end-to-end brand experience services — including strategy, creative development, spatial design, event production, content storytelling, and on-site delivery — across live, digital, and hybrid formats for sports, brand, and entertainment clients globally. The group operates four specialist agencies (TBA, Velocity Experience for F1/motorsport, VHE for entertainment/music production, and Top Banana for corporate communications) that can be deployed individually or combined for comprehensive experience programmes. Services are sold as bespoke, project-based engagements to enterprise clients such as Lenovo, Toyota Europe, Kia UK, Speedo, Dr. Martens, World Rugby, and the NFL.

Product overview

TBA Group is a multi-agency brand experience group comprising four distinct sub-brands: TBA Group (core experiential marketing and events), Velocity Experience (Formula 1 and motorsport specialists), VHE (entertainment and music production), and Top Banana (live corporate communications). The group delivers end-to-end experiences spanning strategy, creative, design, production, and delivery across sport, brands, and entertainment verticals.

Differentiator

Problem solved

Functional benefit

Brands

• Velocity Experience: Formula 1 and motorsport specialists within TBA Group
• VHE
• Top Banana

Products and services

• TBA Group Brand Experience Services
• Velocity Experience (F1 & Motorsport Activations)
• VHE (Entertainment & Music Production)
• Top Banana (Live Corporate Communications)

Quantifiable outcome

• Lenovo Accelerate '25: +10% lead generation, +20% uplift in experience feedback, +35% increase in personal social shares, +30% guest attendance
• +7 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Velocity ExperiencecoreStrategic or Co-development Partner · 5 November 2025Motorsport and Formula 1 specialist agency within TBA Group family. Velocity Experience activates on behalf of prominent clients in F1 and team sponsors, including work during Las Vegas Grand Prix and McLaren Racing partnerships. Led by former F1 driver David Coulthard as co-founder.
• VHE WorldwidecoreStrategic or Co-development Partner · 5 November 2025Entertainment and music production specialist agency within TBA Group. VHE delivers entertainment experiences and music production services as part of integrated brand experience programmes.
• Top BananacoreStrategic or Co-development Partner · 5 November 2025Live corporate communications specialist agency within TBA Group. Top Banana focuses on corporate events, conferences, and internal communications. Based in West Midlands with new headquarters being established at Ragley Hall Estate. Over recent years has experienced sustained growth in scale and ambition.
• YouTubeminorGTM or Marketing PartnerYouTube serves as a platform for sports content consumption and distribution. TBA has worked with YouTube representatives at industry events like Game Changers to discuss sports content trends.
• TikTokminorGTM or Marketing PartnerTikTok has emerged as a platform for sports content consumption, with 1 billion people watching for over 90 minutes daily and 75% consuming sports-related content. TBA has collaborated with TikTok representatives at industry events.
• DHLminorGTM or Marketing PartnerDHL is one of the largest players in sports sponsorship globally with over 50 global partnerships across rugby, Formula 1, volleyball, tennis and cricket. TBA has engaged with DHL at industry events discussing sponsorship strategy.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Regional players

• DRP Group: UK-based events, communications, and experiential agency with comparable client profile and services in the British market. Direct regional competitor for UK enterprise brand activation and corporate event work.

Direct peers

• George P. Johnson Experience Marketing: Global experiential marketing agency with deep B2B conference and corporate event focus, closely comparable to TBA's Top Banana subsidiary. Similar client mix of enterprise technology, automotive, and consumer brands.
• Freeman: Global experiential and events agency delivering brand experiences, conferences, and trade shows for enterprise clients. Comparable to TBA on B2B event execution and brand activation delivery, with broader scale.
• Wasserman: Global sports marketing and experiential agency operating across sports properties, brands, and entertainment. Direct competitor for sports rights-holder activation work; TBA's Head of Live US Dan Rogers came directly from Wasserman.
• MKG: Independent experiential marketing agency delivering brand activations across sports, entertainment, and consumer verticals. Closely comparable service offering, client type, and operating model to TBA Group.
• Sparks: Global experiential agency serving enterprise brands across sports, entertainment, and consumer categories. Comparable scope and target client profile to TBA Group, including major sports-event activations.
• Jack Morton Worldwide: Global brand experience agency owned by IPG, delivering sports, brand, and entertainment activations for enterprise clients including Lenovo. Direct competitor for the same enterprise RFPs and where TBA's Group Creative Director Lisa Wrake previously worked.
• CSM Sport & Entertainment: Global sports marketing and experiential agency operating across rights-holder and brand activation work. Direct competitor for sponsorship activation and major-event hospitality programs similar to TBA's World Rugby and F1 work.

Broad incumbents

• Octagon: IPG-owned global sports marketing agency offering sponsorship consulting, talent management, and event activations. Larger, broader portfolio than TBA but operates in the same sports-rights-holder activation space with overlapping enterprise clients.
• Endeavor: Global sports and entertainment company with IMG events division delivering large-scale event experiences and brand activations. Operates broadly across the same mega-event sponsorship activation space as TBA but at materially larger scale.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tba-grp
• Instagraminstagram.com/tba_grp

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 records

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 TBA. Group