Csm Appoints First Saudi Arabia Country Manager
CSM has appointed Charlie Beauchamp as its inaugural Country Manager for Saudi Arabia.
The agency says the appointment highlights its ‘firm, long-term commitment’ to the Kingdom and its sports and entertainment sector.
Beauchamp brings over 25 years’ experience to the role, during which time he has been involved in the leadership and formation of several leading agencies. Over the past 10 years, he has worked across a variety of Saudi sport-focused projects.
He has consulted for a wide range of sports marketing clients, from advising BP on its sponsorship of the London 2012 Olympic and Paralympic Games, and Ford on its UEFA Champions League sponsorship, to Lucozade Sport’s sponsorship of the Premier League.
He began working in Saudi Arabia in 2008 with the Saudi Arabian Football Federation, where he led a team of global experts in writing the blueprint for football in the country. This was followed by establishing the commercial structure for what is now the MBS League, as well as organising the Saudi Super Cup in London in 2015, 2016 and 2018.
Earlier in his career, Beauchamp was Managing Director of Lighthouse Communications which became part of Fast Track in 2007, before setting-up Threshold Sports with two friends – including double Olympic gold medallist, James Cracknell. He also founded Access Sport in 2003, with a mission to give more children, particularly those in disadvantaged areas, access to a wide range of quality local sport; enabling community sports clubs to grow participation in inner city areas.
“Charlie’s appointment is hugely exciting for us, and marks a really important milestone for our business as we work towards establishing our business license in Saudi Arabia,” said CSM Group Chief Executive, Matthew Vandrau.
“I’m delighted to welcome Charlie to the CSM family. I know we have got the right person to join our Middle East leadership team, which already boasts over 30 years’ experience in the region. Charlie’s own extensive experience, including that of the Saudi market, is testament to the importance of this expansion to us. We are committed to further investment in the Kingdom and to unlocking exciting new opportunities for the people of Saudi Arabia over the next decade and beyond.”
The new appointment comes ahead of the opening of CSM’s first office in the country later this year, which will be its fourth in the Gulf Cooperation Council (GCC) region, adding to a network that includes Abu Dhabi, Dubai, and Doha.
CSM currently has a team of more than 200 people working across the region, with clients including Mubadala Investment Company, ADQ, NEOM, HSBC, Emirates Airline, Public Investment Fund, UAE Team Emirates, and EXPO 2020 Dubai.
Commenting on his appointment, Beauchamp said: “I’m extremely happy to be joining such an exciting business as CSM, and especially one with such strong credentials in the Middle East. Saudi Arabia is a country of which I am extremely fond – it is a nation who’s ambition and long-term vision really excite me, and I am very proud to have been tasked with ensuring CSM builds a long-term, sustainable business in the Kingdom, one that is closely aligned with the objectives of Vision 2030.
“We look forward to making a positive impact in the market – one of our key objectives is to attract Saudi talent to our business as we believe that our world-class people have been, and will always be, the cornerstone for our success.”
