Global integrated marketing agency 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.
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, as the world’s most famous touring side heads down under for the first time since 2013.
CSM is tasked with identifying and 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.
CSM’s Digital & Data team will also be integrated into the joint commercial strategy.
The schedule is yet to be announced, but with no spectators allowed to attend the 2021 Tour in South Africa, a huge number of fans are expected to make the journey to Australia, bearing witness to one of the most iconic sporting events and greatest sporting rivalries.
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 said: “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, said: “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.”
