TBA Group acquires event production company Sunscreen + Sawdust

TBA Group, a leading global experience group, today announced the acquisition of Sunscreen + Sawdust, a highly respected Los Angeles-based live event production house. This strategic move expands TBA Group’s presence in the US, offering clients more comprehensive in-market support and expertise, along with a deeper understanding of US fans and audiences.

Sunscreen + Sawdust, known for its innovative event production across live sport and entertainment, brings a wealth of experience to TBA Group. The company has a proven record of success, built over 25 years, in creating immersive experiences for diverse clients, including Austin City Limits, ESPN, Outside Lands, and Red Bull. 

“We are delighted to welcome Tom Steel and his team to TBA Group,” commented Guy Horner, CEO of TBA Group. “Their expertise delivering live experiences, together with a deep understanding of amplifying events through live streaming, perfectly complements our existing capabilities in brand strategy, creative development and standout experiences that engage fans and different audiences,” he added. “This expanded US team allows us to offer clients a truly integrated experience that delivers measurable results, at a time when so much focus is shifting to the US around global sport and brand experiences.”

Tom Steel, founder of Sunscreen + Sawdust, echoed this sentiment. “Joining forces with TBA Group presents an exciting opportunity to expand our reach and depth for existing and new clients,” he said. “We share TBA Group’s commitment to creating exceptional brand experiences, and we are confident that this combination will allow us to achieve even greater standout success for our clients.”

Following the Paris 2024 Olympics, a substantial number of global sporting events such as the FIFA World Cup 2026, LA 2028 Olympics, and Rugby World Cup 2031 will all take place in the US. Given TBA Group’s extensive industry experience, it is well-positioned to support brands and rights holders at these major events.