Twenty First Group (TFG), a world-renowned sports intelligence agency, will launch its first Australian office in Melbourne marking a major step in its global expansion. The Melbourne-based hub will serve as the company’s Asia-Pacific headquarters, spearheading growth and innovation in the region’s dynamic sports industry.
Known for blending AI-powered analytics with human expertise, TFG helps top sports organisations optimise performance, connect with fans, and drive returns. The agency has partnered with some of the biggest names in sport, transforming events like the Ryder Cup, guiding elite football clubs such as Arsenal and AC Milan, and reshaping competition formats for leagues including MLS.
TFG’s APAC operations will be led by Jordan Heath, who shared why Melbourne was the natural choice for expansion:
Melbourne’s passion for sport is unmatched, but what really stood out was its incredible pool of technology and data talent. Invest Victoria has been instrumental in guiding us through the process, helping us set the groundwork for success.
Why Melbourne?
For TFG, Melbourne’s reputation as a hub for innovation and sports was key.
Renowned as a world-class sports capital, Melbourne boasts a vibrant multi-sport ecosystem and hosts some of the globe’s most prestigious sporting events, including the Australian Open, currently underway.
As Australia’s leading tech hub, Melbourne is home to round 30% of the nation’s technology workforce. Complementing this is Victoria’s robust educational and research excellence, producing a strong pool of STEM graduates annually. This provides TFG with access to world-class expertise in artificial intelligence, data analytics, and innovative technologies.
With its blend of a thriving sports culture, cutting-edge tech talent and a strong pool of potential industry partners, Victoria offers everything TFG needs to drive their growth across Australia and New Zealand.
Driving innovation through TFG
Victoria will also benefit from the expertise of TFG Labs, the company’s dedicated innovation arm, launched in 2025 to explore emerging technologies like AI and their potential applications in sport.
Through partnerships with forward-thinking organisations, the Melbourne office aims to accelerate cutting-edge solutions while contributing to the evolution of Australia’s sports ecosystem.
Invest Victoria’s role in the journey
Invest Victoria played a key role in TFG’s expansion, offering support with legal, financial, and professional connections to kickstart operations.
Heath noted,
Invest Victoria’s recommendations and introductions were invaluable, from legal advice to networking opportunities at London Tech Week. Their support has helped us set up quickly and build key relationships.
TFG’s investment in Melbourne further cements the city’s position as a global leader in sports innovation and technology. With strong ties to Victoria’s rich sporting and tech communities, TFG is ready to make a lasting impact.
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