TBA Group, a leading global experience group, today announced the acquisition of acclaimed Los Angeles-based live event production company Sunscreen + Sawdust. The strategic move expands TBA Group’s presence in the U.S., providing clients with more comprehensive in-market support and expertise, as well as a deeper understanding of American fans and audiences.
Known for innovative event production in the realm of live sports and entertainment, Sunscreen + Sawdust brings a wealth of experience to TBA Group, with over 25 years of successful experience creating immersive experiences for a variety of clients including Austin City Limits, ESPN, Outside Lands and Red Bull.
“We are delighted to welcome Tom Steele and his team to TBA Group,” commented Guy Horner, CEO of TBA Group. “Their expertise in delivering live experiences and deep understanding of elevating events through live streaming perfectly complements our existing capabilities in brand strategy, creative development and standout experiences that engage fans and diverse audiences,” Horner added. “At a time when much attention is shifting to the US for global sport and brand experiences, the expansion of our US team will enable us to offer our clients truly integrated experiences that deliver measurable results.”
Sunscreen + Sawdust founder Tom Steel agrees. “Joining forces with TBA Group creates an incredible opportunity to expand our reach and depth with existing and new clients,” he said. “We share TBA Group’s commitment to creating exceptional brand experiences and are confident this combination will enable us to achieve even greater success for our clients.”
Following the 2024 Paris Olympics, a number of global sporting events will be held in the United States, including the 2026 FIFA World Cup, the 2028 Los Angeles Olympics and the Rugby World Cup in 2031. TBA Group’s extensive industry experience means it is well-positioned to support brands and rights holders at these major events.
