London-based agency CSM Sport & Entertainment has deepened its position in the rugby world by striking a deal with USA Rugby to become its exclusive sales agent.
CSM has strong ties in the sport, working with World Rugby and the HSBC World Sevens Series, as well as representing international rugby athletes, including many of the New Zealand All Blacks. The new deal with USA Rugby makes CSM a minority shareholder in the property’s for-profit commercial business, Rugby International Marketing.
CSM’s chief goal is to broaden the fan and sponsorship appeal of rugby in the U.S. Sophie Goldschmidt, CSM’s group managing director and a key figure in the deal, formerly served as chief commercial and marketing officer for the Rugby Football Union.
“Rugby in North America has never been stronger,” Goldschmidt said. “The success of USA Rugby in recent years is evidence of the sport’s evolution in this important market. By investing in and becoming the exclusive commercial agent of RIM, we believe we can help further accelerate the growth of rugby in the U.S.”
CSM will use its global expertise in the game to support RIM’s New York-based sales group and build its sponsor roster.
“Their relationships and expertise will be invaluable as we look to grow our sponsorship portfolio and raise the visibility of the sport in the United States,” said Chad Keck, RIM’s chairman.
RIM already has a media presence with The Rugby Channel, a video platform that shows live and on-demand rugby content.
