TBA secures four-year FA contract

The FA Lounge is situated at Wembley Stadium
The FA Lounge is situated at Wembley Stadium

The Football Association (FA) has reappointed TBA as its live events agency to deliver match-day hospitality experiences for the brand until 2018.

It comes as the new FA Lounge was revealed last week as part of the England versus San Marino match at Wembley Stadium, which replaces the former FA Club concept, providing VIP hospitality in the sporting venue’s Great Hall.

The FA Lounge has been designed to offer guests an immersive pre- and post-match experience within a premium and immersive environment featuring live show content, entertainment and music.

Guy Horner, TBA’s managing director, said: "We’re extremely excited to be working alongside The FA again to redefine sports hospitality. Building on our trusted relationship with The FA we hope to transform guest’s expectations of sports hospitality and allow them to experience what’s on-trend, with more informal dining experiences, digital interaction pre- and post- event, the latest entertainment formats and more.

"The former FA Club was widely regarded as the leading sports hospitality experience and we think the FA Lounge redefines the standard again."

TBA’s latest work has consisted of a brand activation with shoe retailer Clarks, producing its autumn/winter 2015 global sales launch at the Truman Brewery. The agency has also produced a series of experiences and events for a number of Diageo’s alcohol brands at last week’s London Cocktail Week (6-12 October).

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