lions And Rugby Australia Recruit Csm
CSM Sport & Entertainment (CSM) has been appointed by Rugby Australia and The British & Irish Lions as the exclusive sponsorship agency for the Lions Tour to Australia 2025.
The appointment of the UK-based integrated marketing agency follows the formation of a joint venture for the 2025 Tour, which will see Rugby Australia and The Lions combine their commercial offering, ‘providing broadcasters, partners, and licensees the opportunity to fully leverage and activate across a centralised programme.’
Having successfully secured 25 partners during the COVID-19 pandemic for the Lions Tour to South Africa in 2021, CSM will once again manage the sale of all sponsorship rights under concurrent agreements with the two rightsholders.
CSM will be tasked with securing a title partner of the Tour, front-of-shirt partner for the Lions, secondary sponsors and technical suppliers.
In addition, CSM will provide strategic advice and sales support to ‘optimise the value of sponsorship assets,’ as well as managing the commercial delivery of the partnership programme and key events for the Tour.
The deal will see CSM’s digital and data team also be integrated into the joint commercial strategy.
Ben Calveley, Chief Executive Officer at The British & Irish Lions, said, “Any Lions Tour is a showpiece event, but heading back to Australia for the first time in 12 years, with our fans able to make the journey with us, renders this extra special. Having worked with CSM on previous Lions Tours, we know they are an agency we can trust to deliver a Tour like no other. We were delighted with the strategy that underpinned the commercial success of the South Africa Tour, and we are in no doubt that CSM will help us take this to new heights as we head back to Australia.”
Andy Marinos Chief Executive Officer at Rugby Australia, added, “We are absolutely thrilled to be welcoming the historic British & Irish Lions to Australia in 2025. We’re a nation of rugby fanatics. Seeing the Wallabies line up against those famous red jerseys once again will be a seminal moment in our proud history. CSM is an agency synonymous with global rugby events, and we believe they are the perfect fit to maximise the commercial opportunity presented by a Lions Tour to these shores.”
Charlie McEwen, CEO – Rugby & Special Projects at CSM, commented, “We are privileged to be working with these two iconic rugby brands, as they prepare for an unforgettable Tour across Australia in 2025. Our relationship with The British & Irish Lions dates back to 2009, so it is fantastic to be continuing our work with them. Despite the challenges posed by the pandemic, we delivered an innovative and successful Tour of South Africa. We are looking forward to evolving that approach further, not least with the additional services of our dedicated digital and data team.”
