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Global Leadership
Through The
Lens of Sport
3,500+ EVENTS A YEAR
OPERATING IN 150+ CITIES GLOBALLY
REPRESENTING 50+ COUNTRIES
25 YEARS EXPERIENCE
3,500+ EVENTS A YEAR
OPERATING IN 150+ CITIES GLOBALLY
REPRESENTING 50+ COUNTRIES
25 YEARS EXPERIENCE
3,500+ EVENTS A YEAR
OPERATING IN 150+ CITIES GLOBALLY
REPRESENTING 50+ COUNTRIES
25 YEARS EXPERIENCE

About

We are TLA.

 

We know sport.
We know talent.
We know fans.

 

We live to ignite sport.

We are a leading sports marketing agency, connecting sporting bodies, brands and fans. We’ve been able to make a positive contribution to the sporting universe because no-one understands it like those who have lived it.

Our expertise extends beyond talent management to digital and broadcast media, infrastructure, technology and game day operations, merchandise, events management and activations, PR, marketing communications and content. We create and execute sporting solutions that leverage the sporting ecosystem and are there at every moment of the fan journey.

Sport is in our DNA. We live in every moment.

We have a strong local footprint, and extensive international reach. Our international partner, TGI Sport, is a multi-disciplined sports infrastructure, technology and media rights business that shapes sports event experiences globally and engages millions of fans worldwide.

 

In addition, our TLA UK business provides leading marketing, events and talent management services internationally.

Our parent company, QMS Media, is a leader in premium, high impact digital outdoor media, with a strategic focus in providing clients and agencies with dynamic and innovative advertising solutions, underpinned by the latest developments in technology and data. Connecting audiences through multiple touchpoints and customised data, QMS provides multi-platform engagement across its portfolio of premium landmark digital and traditional billboards, exclusive street furniture and airport opportunities across Australia.

As a leading digital sports marketing business, we harness innovative technologies to enhance the connection between brands and fans.

 

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Global Events a Year
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CITIES OPERATED
IN WORLDWIDE
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COUNTRIES REPRESENTED
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YEARS EXPERIENCE

MANAGING AND NURTURING
THE WORLD’S TOP-TIER TALENT

Our business was built with talent at its heart.

We work with our talent on a dedicated individual management plan throughout their entire careers, pushing them to achieve their personal goals. We celebrate individuality and approach all talent relationships as unique, long-term partnerships.

We create the right connections for our talent to ensure they achieve their best competitively, while balancing our ability to build their profiles commercially.

OUR PARTNERS

Our long standing partnerships enable us access to a global network of top-tier sporting and media organisations.

TGI Sport

Our strong connection with TGI Sport allows us to provide a global network of state-of-the-art digital assets and long-term partnerships with the world’s premier sporting organisations. It’s through technology that TGI Sport is at the forefront of delivering commercial growth sporting organisations.

Visit TGI Sport

QMS Media

Working closely with QMS Media as our local media partner, we help advertisers capture the full value of the sporting ecosystem leading up to, during and after in-stadium sporting events through their premium high impact digital billboard and street furniture network.

Visit QMS Media

TLA UK

We guide the careers of athletes and personalities in major domestic and international sports including Olympians, cricketers and media personalities in the United Kingdom. Clients immediately share in over 20+ years’ experience, working with global brands, individuals, sports teams, businesses, governing bodies and world-leading talent.

Our Team

Sport runs through our veins. 

GLOBAL CEO

Barclay Nettlefold

Contact Barclay

A visionary and passionate leader in the outdoor media and sport industry with over 30 years’ experience across Asia Pacific.

Barclay stands amongst his global peers with an impressive history and as a clear leader of pioneering outdoor advertising development in the Asia Pacific region over the past 30 years. His experience in this region is second to none, with the management, development and operations of various outdoor advertising businesses spanning Indonesia, Thailand, Malaysia, Vietnam, Philippines, Singapore, China and Myanmar. As CEO of QMS Media, Barclay formed a partnership with Qatar Development Bank, the owner of Qatar Media to expand the OOH interest through Asia and Australia. As part of establishing this offer, Barclay helped develop offices in Australia, Indonesia, Vietnam and New Zealand. Prior to founding QMS Media, Barclay was President at Swimming Australia, where he oversaw a cultural and strategic review of the national sporting body.

CEO Australia

Craig Kelly

Contact Craig

In 1995, Craig was contracted by the AFL to manage the AFL Pro Squad, the league’s player, marketing, and promotions business set up to compete with Ricky Nixon’s Club 10.

Shortly after, in 1996, Craig joined forces with Rob Woodhouse and Scott Davidson to create Elite Sports Properties (now TLA). This was the beginning of a career in talent management and for over 20 years, Craig has run various parts of the ESP/TLA business as it rapidly expanded into what it is today. 

Craig enjoyed a successful AFL career at the Collingwood Football Club from 1989 – 1996, playing 123 games including the 1990 Premiership. During his playing career, he ran the marketing and sales division at the Magpies.

As CEO, Craig oversees all TLA operations in both Australia and the UK, including Talent Management, Sales, Events & Consultancy and Merchandise.

Global Head of Media

Mark Pejic

Contact Mark

Mark started his career in the mailroom at J. Walter Thompson, one of the world’s largest advertising firms. Now, over 30 years later he holds the title of Global Chief of Media for TLA Media & Tech (formerly QMS Sport).

Working at a c-suite level for over a decade as CEO and Chairman at MediaCom, before joining QMS Sport, his now finds himself responsible for the media rights of the biggest sporting codes and stadiums nationally, including the Sydney Cricket Ground and all National Rugby League clubs.

Mark’s strong leadership and client relation skills make him a respected voice, with commercialisation front of mind for clients and stakeholders alike.

A fierce negotiator, he ensures TLA Media & Tech’s local and global asset base remains strong as he looks to dominate the global sports market and break down barriers for advertisers to connect with audiences. 

Mark and his team are continuing to revolutionise media rights, focusing on technology and its growth to enhance the advertising experience.

Head of Legal and Operations

Susan Harper

Contact Susan

Based at TLA’s Melbourne HQ, Susan brings more than 20 years’ experience to the business. She began her professional journey with a Bachelor of Arts, majoring in Ancient Greek, Latin, and Ancient History, before completing a law degree.

Starting her career as a legal counsel for the AFL, Susan transitioned to TLA in February 2000 and has grown to become an integral figure in the company’s executive team.

As Head of Legal and Operations, she works closely with key stakeholders, including Business Unit Managers, various clients, talent and the AFLPA to ensure everything TLA delivers is of the highest standard.

She has unrivalled experience in intellectual property management and risk assessment. Susan is an objective and calming voice in a challenging and high-pressure situation.

She loves the team culture of sport and the industry, and is passionate about upholding a similar culture through all areas of TLA.

CEO, Merchandise

Scott Davidson

Contact Scott

Co-founder of Elite Sports Properties (now TLA) in 1996, Scott has over 30 years’ business experience specialising in merchandise, licensing and building commercial equity.

Originally from Canada, his player/coach hockey career brought him to Australia in the early 1980s. Through his access to merchandise and sporting apparel brands in Canada and the US, Scott started his own licensed merchandise company, bringing brands like New Balance and Russell Athletic to Australia.

After selling his business to Russell Athletic in 1994, Scott launched ESP, alongside Craig Kelly and Rob Woodhouse, where he was CEO until 2002. 

Now CEO of TLA Merchandise, Scott works directly with major global sporting codes and brands, including the AFL, the NRL, Cricket Australia, the FFA, PUMA and Sherrin, to bring their brands to life.

Head of Talent

Tony Box

Contact Tony

With 30 years of experience in the commercial, management and administrative side of sport, Tony offers a wealth of knowledge unrivalled in his field. 

As Head of Talent (Australia and UK) at TLA, he oversees 23 staff representing some of the best athletes in the world, past and present, including Australian Cricket captain Aaron Finch, Olympic gold medallist Mack Horton and current AFL players.

Tony has played in integral role at TLA for more than 20 years, covering a number of major sporting events, including Summer and Winter Olympics, Commonwealth Games, the 2004 NFL Superbowl and across the AFL and NRL industries.  

He has a longstanding reputation of bringing commercial clients and athletes together into a successful partnership and setting athletes on a trajectory to success both on and off the field. 

Head of UK

Paul Roberts

Contact Paul

With over 25 years of business experience in the sports and entertainment industry, Paul Roberts heads up TLA’s operation in the United Kingdom.

Before moving into the marketing and events industry, Paul developed a passion for hard work, discipline and success as a member of the Australian Institute of Sport’s rowing team.

His broad experience and understanding of commercial rights, events and sales saw him establish the Events & Consultancy arm of TLA in Melbourne, before switching his focus to expanding the business in the UK.

He now leads a dedicated team specialising in talent management, events, public relations, digital content creation and brand/partnership consultancy in London.

His near 20 years at TLA has seen him lead high-profile rights negotiations, manage global sporting events and drive significant commercial revenue, all while representing multiple parties.

Head of Events & Consultancy

Raefe Winstanley

Contact Raefe

After 15 years in banking, HR, and management, Raefe returned from London to Australia to make his move into the sports industry, bringing with him a unique set of skills and insights.

After working with the Melbourne Storm and Melbourne City FC, Raefe joined TLA in 2014 to head up owned and international events. As one of TLA’s first employees, he was instrumental in bringing some of the world’s biggest teams to Australia, including Real Madrid, Manchester City and A.S. Roma.

Now, as Head of Events & Consultancy, Raefe leads a team of more than 50 dedicated staff specialising in Partnerships, Events, Digital Content Creation, Marketing & Communications.

His understanding of commercial frameworks and his ability to think strategically and apply logical solutions is why stakeholders often look to him for advice. He is a trusted advisor to some of the biggest sports in Australia, including the AFL and Cricket Australia.

 

Global Head of Rugby

Ed Abbott

Contact Ed

With over 20 years of business experience, Ed is one of the sharpest minds in digital signage.

While completing his post-graduate studies, he had already started a broking business at 21-years-old and listed an electronics company soon after.

Before establishing QMS Sport in 2016, he was CEO of Out and About Marketing and Media (OAMM), the leading provider of in-bowl digital signage in Australia. QMS Media acquired OAMM in 2016, establishing QMS Sport with Ed charged with further expanding the business in an evolving industry.

Now, as Executive Director of TLA Media & Tech (formerly QMS Sport), he works with the biggest sporting codes in Australia and abroad, including the AFL, the NRL, the FFA and Super Rugby.

Ed is a risk-taker by nature, pushing boundaries through investing in technology and innovation. From structuring large commercial deals to delivering them in a first-class manner, he is at the forefront of the ground-breaking work QMS Sport achieved over the last four years.

 

Want to work at the cutting edge of digital sports media?

 

Contact TLA

OUR TLA SPORTING LIFE

Because sport is in our blood, we know the value of teams. That’s why we focus on providing an inclusive and supportive working environment, with respect for our talent, clients and each other central to our way of working.

We are relentless in our pursuit of excellence and hold each other accountable if we achieve anything less.

We have shared goals and a shared vision, bringing a spirited approach to everything we do. We place confidence and trust in ourselves as we know near enough is never good enough. We are committed to giving back to the community wherever possible, and support multiple charities including The Clontarf Foundation.

ACCOLADES

2019

Mumbrella Sports Marketing
PR Idea of the Year

2019

Mumbrella Sports Marketing
Best Major Sponsorship or Partnership

2018

Mumbrella Sports Marketing
PR Idea of the Year

2018

Mumbrella Sports Marketing
Social Idea of the Year

2017

Mumbrella Sports Marketing
Best On-Ground Activation

2017

Mumbrella Sports Marketing
Sports Agency of the Year

2017

Ministry of Sports
Innovation in Sports Marketing

Partners

We are the trusted partner for amateur and professional sporting clubs, associations and the entertainment industry.

3,500+ EVENTS A YEAR
OPERATING IN 150+ CITIES GLOBALLY
REPRESENTING 50+ COUNTRIES
25 YEARS EXPERIENCE
3,500+ EVENTS A YEAR
OPERATING IN 150+ CITIES GLOBALLY
REPRESENTING 50+ COUNTRIES
25 YEARS EXPERIENCE
3,500+ EVENTS A YEAR
OPERATING IN 150+ CITIES GLOBALLY
REPRESENTING 50+ COUNTRIES
25 YEARS EXPERIENCE

Please Note

A dedicated TLA UK website will be launching next year.

Sign up below to know more

In the meantime, visit our dedicated TLA UK page