Event Marketing – Multi-City Sponsorship Activation






In order to extend its sponsorship of Manchester United globally, Aon became the presenting sponsor of Manchester United’s annual International Summer Tour. The challenge for TSMGI was to develop, manage, and implement various events, hospitality programs, promotional needs, branding, and activation for Aon prior to, and throughout the International Tour each year.


TSMGI showcased virtually every aspect of the agency’s capabilities through the management of the Manchester United International Tour Presented by Aon. Since 2011, the tour has visited 20 cities in 7 countries, including Thailand, Australia, Japan, China, Sweden, the United States and South Africa.

TSMGI developed and executed all aspects of Aon’s activation throughout the tour:

  • Program concept development
  • Activation strategies
  • Event planning and logistics
  • Internal and external attendee communication
  • Promotional merchandise creation and distribution
  • Branding

TSMGI led pre-planning with each of Aon’s business units and regional offices to ensure each event was executed as planned.

In support of each Tour, TSMGI has executed the following for Aon:

  • Hosted symposiums
  • Skills and Drills events
  • Customer Workshops
  • Client, colleague and community events