A Star is Born

Times Square, one of the most iconic sites in the world, has never seen anything like TSX. A first-of-its-kind entertainment venue located in the heart of the Big Apple. TSX is creating one of the most ambitious mixed-use developments in all of New York City. In a multi-year relationship, Innovative Partnerships Group was selected as TSX’s exclusive agency of record for sponsorships and naming rights and has created a unique platform to build out some of the largest global partnerships in the entertainment industry.

TSX launched its permanent main stage on July 18, 2023 with one of the largest events ever held in Times Square. The surprise concert by superstar Post Malone was the highest attended live performance in decades. Post Malone said during the show, “This is the coolest venue in the f–king universe.” His social media followers clearly agreed, as his TSX post garnered a whopping 600,000+ likes on Instagram while the video of his performance generating billions of impressions. For more information on this epic moment, see the article on Billboard.

Anchored by the Hilton Hotel’s new flagship brand, Tempo by Hilton, which opened in August, TSX is becoming the epicenter of entertainment, staging the world's biggest pop culture moments and serving as a new and innovative way for artists and brands to reach fans around the world.

Global buzz has already begun with these pop culture-defining moments in 2023: 

  • In January, TSX debuted an enormous new 18,000 SF, 8K LED screen with PixelStar. PixelStar allows anyone around the globe to upload personal videos and images to get their 15 seconds of fame.
  • In February, TSX partnered with FOX to distribute and broadcast the Super Bowl live on its LED screen. The packed Times Square crowd experienced a larger than life experience of the game and half time show with amazing sound.
  • In March, Paris Hilton announced a collaboration with TSX to launch her “I am” campaign in front of 400,000+ daily Times Square visitors.
  • In September, TSX partnered with NBA2K to launch the latest version of the game - NBA2K24. NBA star Cade Cunningham was joined by A Boogie wit Da Hoodie, Swae Lee, Ronnie 2K, and Frances Tiafoe for a friendly NBA2K24 match-up shown live on the LED screen.
  • In September, NYC Mayor Eric Adams presented legendary artist/producer Sean "Diddy" Combs with the “Key to the City” on the TSX stage. Diddy also launched his new album, "The Love Album: Off the Grid,” with a performance for a packed crowd.

Innovative Partnerships Group is excited to be working with TSX to re-define the entertainment industry.

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