TAPAUS Group strengthens its market position in Sweden

TAPAUS Group, the largest event marketing agency in the Nordics is expanding its market position and service offering in Sweden as the event agency Nine Yards joins the group. After the transaction, TAPAUS Group strengthens its position as the largest and the leading event and communication agency in the Nordics.

Today, Nine Yards is one of the largest experiential marketing agencies in Sweden with offices in Göteborg and Stockholm. Nine Yards has been rewarded multiple times with nominations such as Gyllene Hjulet (an event award) and the Agency of the Year (Årets byrå) in Sweden. In addition, the company has long experience in providing comprehensive solutions in Brand Experience. Today, Nine Yards’ revenues is approximately €8.78 million, and it has many large companies as its customers, such as VW Group, Carlsberg, and Volvo. This acquisition strengthens significantly TAPAUS Group’s offering in Sweden. The group can together carry out even larger and more demanding customer projects going-forward.

”I am very happy that today we can announce the merger with one of the best agencies in Sweden”, says Sofi Franzén, the CEO of Eventyr, TAPAUS Group’s Swedish subsidiary. Together we become the largest company in our market in Sweden. Through the merger with Nine Yards, we enhance our service offering in B2B and B2C segments where we today meet growing demand. This is also an important strategic step in our ongoing expansion in the Nordics where we see great growth potential”, continues Sofi Franzén and refers to the merger of Eventyr and Finnish agency TAPAUS few years ago.

”I see a huge potential in the customer value Eventyr and Nine Yards can offer together. The companies complement and strengthen each other in excellent ways so that we together raise the strategic and creative bar higher. Eventyr has been for a long time one of our sharpest competitors, to whom we compare ourselves and now we together strengthen our position as the number 1, not only in Sweden but also in the Nordics. For me this is very pleasant development and at the same time a natural step, and I look forward the growth and expansion journey with TAPAUS Group“, comments Rasmus Jakobsson, Managing Director and founder of Nine Yards.

The parent company of TAPAUS Group, Experimental Marketing Invest Oy acquired the entire share capital of Nine Yards in the transaction signed on 7th December 2021. Sofi Franzén continues as the CEO of Swedish operations that will employ 68 professionals in Stockholm and Göteborg. In Addition, TAPAUS Group has offices in Helsinki, Tampere and Turku, in Finland. Timo Aalto continues as the CEO of the Group, and the transaction does not affect on day-to-day business operations, staff or customer projects in Finland.

For further information:
Kimmo Vanne
Partner, MB Funds
+358 40 552 8398 or kimmo.vanne@mb.fi

Timo Aalto
CEO, Tapaus Group
+358 40 080 1205 or timo.aalto@tapaus.fi

Press photo: from left to right seated Rasmus Jakobsson, Evelyn Klavberg, Fredrik Göransson, Daniel Eriksson & Daniel Da Silva from Nine Yards and standing Sofi Franzén, Eventyr and Timo Aalto, Tapaus.


TAPAUS Group is the largest event marketing agency in the Nordics including also Swedish event agencies Eventyr Ab and Nine Yards Ab. TAPAUS was founded in 2012, and today the group employs over 170 experiential marketing professionals passioned about their work. TAPAUS is specialized in various physical and virtual events in the Nordics and globally. We plan and execute corporate-, employee-, consumer-, influencer- and stakeholder events, exhibitions, and space planning. TAPAUS organizes annually over 1000 events, which have already been executed nearly in 30 countries. www.tapaus.fi and www.eventyr.se

MB Funds is the leading Finnish private equity investor founded in 1988. Total assets under MB Funds management stand at 0.5 billion euro with prime Finnish institutions as its main fund investors. MB Funds has successfully invested in over 40 mid-sized companies in the Nordics. www.mb.fi