ESA member CSM Sport & Entertainment has been appointed concurrently by SA Rugby and the British & Irish Lions as their official Sponsorship Agency to exclusively manage all sponsorship rights for the Lions 2021 Tour of South Africa.
The global integrated marketing and brand experience agency will provide strategic advice and sales support to optimise value of all sponsorship assets, and manage the commercial delivery and partnership programme, as well as delivering key events for the Tour.
CSM will be seeking brands for the highly coveted shirt sponsorship of the Springboks, the newly crowned World Champions, and the British & Irish Lions, one of the most iconic jerseys in world sport. This represents an opportunity to replicate the success of MTN and FNB who currently feature on the South Africa shirt, as well as HSBC and Standard Life Investments, who have both previously sponsored the British & Irish Lions’ jersey. In addition, CSM will also be looking for partners for the title sponsor of the Tour, secondary sponsors and technical suppliers.
Jurie Roux, CEO of 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.”
Echoing this sentiment, Ben Calveley, Managing Director of the British & Irish Lions, commented:
“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.”
–ENDS–
Media enquiries
Sarah Riggott – Group Marketing Director
sarah.riggott@csm.com / +44 (0) 7788 192 384
About CSM
CSM, part of the Chime Challenger Network, is a global integrated marketing and brand experience agency working across sport, entertainment, media, social impact and more. Driven by a team of 1000+ people in 25+ locations, our purpose is to pursue extraordinary. Connecting with people through their passion points, we build brands, work with rights holders and create live experiences. www.csm.com