eBusiness Weekly
The CSM Sport & Entertainment agency has been appointed by both 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 appointment of an exclusive sales agency for both rights-holders is a new model for Lions Tours.
CSM sold sponsorship rights on behalf of New Zealand Rugby and the Lions for the 2017 Lions Tour of New Zealand, but on a non-exclusive basis.
Crucially, CSM will seek brands for the main shirt sponsorships of the Springboks, the newly-crowned World Champions, and the Lions. Of these, the Lions property is the more valuable.
SportBusiness understands from sports industry sources that Standard Life paid around £6,25 million (US$8,3 million/€7,3 million) for the front-of-shirt rights on the Lions Tour of New Zealand in 2017, up on the approximately £5m HSBC had paid for the Lions Tour of Australia in 2013.
CSM will also be looking for partners for the title sponsor of the Tour, secondary sponsors and technical suppliers. It will manage the commercial delivery and partnership programme, as well as delivering key events for the Tour. — SportBusiness.
