Csm Named British And Irish Lions Sponsorship Agency
CSM Sport and Entertainment has been appointed by both the British & Irish Lions and South Africa Rugby as the Official Sponsorship Agency of the Lions’ 2021 Tour of South Africa.
The agency will provide strategic advice and sales support to the Federations, as well as managing the commercial delivery and partnership programme and key tour events.
As part of the deal, CSM will seek brands to become shirt sponsors of the world champions, the Springboks, as well as for the British & Irish Lions 2021 tour jersey.
New shirt sponsors would take the place of MTN and FNB who currently feature on the South Africa shirt, and HSBC and Standard Life Investments, who have both previously sponsored the British & Irish Lions’ jersey.
CSM also says it will be looking for a partner to become the tour’s title sponsor as well as brands to serve as secondary sponsors and technical suppliers.
Jurie Roux, CEO, SA Rugby, said: “Winning the Rugby World Cup in Yokohama earlier this month was a significant moment not just for rugby in South Africa, but the country as a whole. Rugby is a national passion and summitting the world game represented a timely wave of national pride as well as another memorable chapter in the history of the Springboks. The inspiration garnered from Japan is a platform to build on as we look forward to the biggest sporting event in South Africa since the 2010 FIFA World Cup.
“In CSM we are delighted to have an agency we trust to maximise the commercial potential of this once-in-a-generation opportunity for our proud rugby nation.”
Ben Calveley, Managing Director, British & Irish Lions, echoed the sentiment, adding: “From a rugby perspective, there is an enticing symmetry to the compelling 1997 and 2009 Tours as we prepare again to visit the home of the World Champions, two years after a Springboks triumph.
“This is a first-of-its-kind sponsorship model for a Lions tour and one that we believe will drive maximum value for both the product and its partners. With the expertise of CSM, an agency that is highly respected in global rugby, we look forward to working again with old partners and welcoming new ones. It is an exciting time for the Lions’ brand.”
Matthew Vandrau, Group CEO of CSM, added: “We are delighted with this exclusive appointment to work with two famous rugby brands to help deliver this showpiece global event. The 2021 Tour represents a notable expansion of our existing working relationship having been involved in Lions Tours since 2009. We will lean on our global, in-house expertise in the sport – across the men’s and women’s game in 15s and Sevens – to ensure this innovative sponsorship model is a resounding success.”
Earlier this year, CSM solidified its rugby credentials with the appointment of former British and Irish Lions COO Charlie McEwen, who stepped down from his role with the rights holder in August, and is expected to play a key role in the ongoing relationship.
