Hugh Williams

As Vice President of Global Sports Marketing at TSMGI, Hugh leads strategy and execution for the agency’s premier soccer and endurance sports clients, bringing together brand vision, athlete insight and global event expertise to craft experiences that resonate on and off the field.

Hugh joined TSMGI with more than 25 years of experience in building category-leading CPG, technology and nutrition brands through award-winning, fully integrated marketing campaigns. An avid outdoorsman and sport enthusiast, the most rewarding part of Hugh’s work is the ability to combine his personal passions with his profession, while collaborating with internal and client teams that truly feel like family.

Prior to TSMGI, he served as Chief Experience Officer at Lyric, a global health and wellness lifestyle brand, and held senior leadership roles at Weber Shandwick (EVP, Public Relations) and Addaday (CMO, Marketing).

Over the course of his career, Hugh has managed major partnership activations with global sports organizations and events including The Abbott World Marathon Majors, IRONMAN, The Leadville Race Series, Major League Soccer, NBA, NCAA, NFL, Rugby World Cup, USA Hockey, US Ski & Snowboard and USA Swimming—cementing his reputation as a visionary leader at the intersection of sport, wellness and brand storytelling.

A native of London, Hugh earned a degree in Environmental Science from the University of Brighton (UK). Today, he brings the same passion and drive to his work that he channels into his personal pursuits—he’s a 4-time IRONMAN finisher, 20-time marathon finisher, ultra runner and outdoor enthusiast who enjoys fly fishing, snowboarding and spending time with his wife, son and dogs.