OUR WORK
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AON
SPORTS MARKETING
In a bold move to energize its brand and unite 38,000 employees across continents, Aon—the world’s largest insurance brokerage—sought more than just a marketing platform. They needed a global rallying point. A shared passion. A strategic heartbeat. They turned to TSMGI to help craft a singular, high-impact sports marketing property that would transcend borders and connect people through purpose. Soccer, the world’s game, became the ultimate vehicle—not just for visibility, but for engagement that resonates from boardrooms to breakrooms. The program had to do more than look good—it had to work hard. It needed to captivate a global workforce, command attention in a crowded media landscape, and directly speak to Aon’s highest-value audiences. TSMGI helped Aon plan and execute all aspects of the sponsorship, including: contract negotiations, hospitality/client relationships, consumer facing global activations around the world, branded deskdrops across 500 offices in 200 countries, VIP customer experiences, community skills and drill soccer clinics, kit branding and Entitlement of Manchester United Summer Tours, and corporate customer events. As Aon’s Sports Marketing Agency of Record for nearly a decade, TSMGI saw the firm’s stock price rise more than 500% and employee growth of approximately 20,000 associates operating in 120 countries. This work helped catapult Aon to a Top 100 recognized brand in the world.
SUMMERFEST
LIVE SALES EVENTS
Since 2013, TSMGI has been the official branded merchandise retail partner for Summerfest, designing, sourcing and selling a wide-range of promotional merchandise to nearly 1 million festival goers each summer on Milwaukee’s lakefront. Each summer during the festival, TSMGI operates a 4,000-square-foot permanent retail store centrally located on the Festival grounds in addition to satellite stores throughout the park. In addition, TSMGI also manages the online Summerfest store, provides uniform apparel for full and part-time staff and crew and works closely with festival sponsors on their hospitality activation needs. TSMGI curates hundreds of unique items that cater to current merchandise trends and keeps the inventory fresh and exciting. TSMGI manages the process from logo design to point of sale ensuring quality merchandise and a seamless shopping experience. Typically, volumes equal what would otherwise traditionally be “a year’s worth of retail sales” in only a few weeks and in 2024, Summerfest saw a record number of sales, surpassing retail goals. To expand Summerfest’s presence in Milwaukee, TSMGI partnered with Paradies, an airport retailer, to open the first off-grounds Summerfest store at Milwaukee’s Mitchell International Airport. As the festival evolves each year, so does the merchandise, showcasing new and exciting items as well as returning favorites.
LIFETIME EVENTS
EXPERIENTIAL MARKETING
To help Miami Marathon participants and spectators understand the breadth of Life Time’s offerings;,demonstrate the brand’s relevance to them and drives them to engage further with product and services, TSMGI was tasked to enhance official merchandise offerings and create a more on-brand retail experience at the Miami Marathon Expo. The Life Time dynamic, immersive booth experience resonated strongly with attendees, drawing in more than 15,000 unique visitors who spent an average of 17 minutes engaging with the space - well above industry benchmarks. This high level of interaction not only underscored the relevance and appeal of Life Time’s offerings but also translated into strong post-event awareness, reinforcing the brand’s position as a leader in health, wellness, and lifestyle. In addition, YoY retail sales were up 17%.
MARSH + FORMULA 1
BRAND STORYTELLING
To launch Marsh’s first-ever sports sponsorship as an Official Partner of Formula 1, TSMGI developed and executed an integrated communications strategy that introduced the partnership with clarity, credibility and global impact. TSMGI shaped the overarching narrative, refined key messages, coordinated closely with Formula 1, led targeted media outreach and supported executive, internal and social communications to ensure a consistent story across every audience and channel and contributed to significant national and international media coverage including Bloomberg News, Sports Business Journal and more. At the partnership’s first race in Miami, TSMGI also curated and managed an on-site press conference featuring Marsh President and CEO John Doyle and Formula 1 President and CEO Stefano Domenicali. From developing the event flow and executive talking points to coordinating media attendance and managing on-site logistics, TSMGI created a high-profile moment that brought the partnership to life and reinforced the strong alignment between Marsh’s expertise in risk, resilience and performance and the fast-paced world of Formula 1. The result was a coordinated launch that generated meaningful media attention, elevated Marsh within the global sports conversation and established a strong communications platform for the partnership moving forward.
ABBOTT
SPORTS + PROMOTIONAL MARKETING
To position Abbott as a leader in consumer health and wellness by leveraging the power of sports sponsorships, TSMGI identified endurance sports to seamlessly align with Abbott's brand identity, focusing on the World Marathon Majors. The partnership began in 2014 and has since transformed into a cornerstone of Abbott’s corporate marketing strategy, leveraging marathons in Chicago, Boston, New York, Tokyo, Berlin and London. To maximize the impact of this sponsorship, TSMGI delivered a comprehensive suite of services, including: Title Sponsorship Partnership Management and Activation Local Marathon Engagement Oversight and Execution of the Abbott Health and Fitness Expo Employee Engagement Asset Development for Advertising Campaigns Digital and Social Media Activations Influencer Management and Programming Branded Promotional Merchandise Partnering with TSMGI’s Promotional Marketing division, a branded promotional merchandise program was developed for Abbott at the corporate and field levels to showcase the Abbott brand worldwide. The Abbott World Marathon Majors sponsorship has delivered unprecedented results, propelling Abbott’s visibility and solidifying its reputation as a leader in health and wellness. Most recently, Abbott expanded the portfolio of cities included in the majors to include Sydney, Australia. Building on this success, TSMGI has increased the breadth of Abbott’s sports sponsorship portfolio to include: Real Madrid Soccer Club Partnership | A groundbreaking collaboration with one of the world’s most iconic soccer clubs. Big Ten Partnership | First-of-its-kind partnership mobilizing all 18 Big Ten schools to raise awareness for America’s largest blood shortage in a generation. Through a robust two month long campaign, donations surged totalling 60,000 lives saved through the We Give Blood Drive competition. By connecting Abbott to premier sports entities, crafting dynamic activations, supplying excellent, personalized customer service and innovative, fresh apparel and merchandise to cater to employees, TSMGI has elevated Abbott’s brand and extended its mission to improve lives through health and wellness on a global stage.