Rugby World Cup 2015Our clients at the heart of

Every Rugby World Cup leaves an indelible mark on sport. Whether South Africa in 1995, Australia in 2003, or New Zealand in 2011, the game of rugby has grown in stature and sophistication.

Rugby World Cup 2015 in England was the most successful to date. Record attendances, TV viewership and merchandise sales, stunning rugby and a final worthy of the tournament reflected the power of 2015’s global sporting highlight.

CSM has a strong rugby heritage, having worked with brands and athletes across the sport for over 25 years. And quadriennial sporting occasions such as Rugby World Cup possess a special power to achieve that.

This brief retrospective is designed to celebrate the work of our clients; the brands, athletes, and tournament organisers that were at the heart of one of the world’s greatest experiences.

Zak Brown, Group CEO, CSM Sport & Entertainment

A note from Zak

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CSM is a global leader in the business of sport and entertainment.

Part of Chime Communications, we operate on every continent with over 850 people across 24 offices in 19 countries.

We are active in every major sport through world class services ranging from strategy to execution. These include activation, athlete management, branding, broadcast, consultancy, content and digital, planning, PR, hospitality, rights sales, social media, strategy and management of live events.

CSM has a strong rugby heritage, having worked with brands and athletes across the sport for over 25 years. Our agencies Fast Track, Essentially, ICON and iLUKA, delivered in partnership with our clients at Rugby World Cup 2015.

About CSM

Brands5

Rugby World Cup 2015 was Land Rover’s biggest ever sponsorship. #WeDealInReal

championed the people at the heart and soul of the game, celebrating the true spirit of rugby

by capturing the human stories from grassroots clubs around the world. Fast Track worked

with over 14 Land Rover markets and was the lead agency in bringing #WeDealInReal to life

across all channels (advertising, experiential, match-day hospitality, employee engagement,

digital, social & PR) to deliver a fully integrated sponsorship campaign.

Rob Taylor, Senior Account Director, Fast Track

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‘READY TO GO’ LAND ROVER MASCOT PROGRAMME

736GRASSROOTS

CLUBS ENGAGED

87millionSOCIAL

REACH OF

2,961 EXPERIENTIAL PARTICIPANTS

EMPLOYEES ENGAGEDOVER 8,000

VIDEO VIEWS

million27DATA CAPTURE (OPT-INS)

19,323

20from each

competing

96

MASCOTS

union

23,350MENTIONS OF

#WEDEALINREAL

iLUKA MANAGED:

27 8 28hospitality at

MATCHES AND VENUES

HOSPITALITY STAFF OF

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The brand has massively punched above its weight and, what

is more, the quality and creativity of the content has been

excellent - and you guys played a very important role in that.

James Griffin, Unilever Category Director for Skin Cleansing & Gifting

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DOVE MEN+CARE - OFFICIAL MALE GROOMING SUPPLIER OF RUGBY WORLD CUP 2015

#1#SCRUMTOGETHER WAS

PERFORMING HASHTAG ACROSS ALL RWC PARTNERS (67%)

VIEWS OF VIDEO CONTENT

millionover 4

PRODUCTS SUPPLIED TO PLAYERS THROUGHOUT THE RUGBY WORLD CUP

600over3 millionover

VINE LOOPS OF CONTENT ACROSS THE TOURNAMENT

29,000+ENTRIES ON SOCIAL MEDIA

ACROSS THURSDAY’S #SCRUMTOGETHER TICKET

COMPETITION

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The Lucozade Sport campaign aimed to bring a personality and humour to the rugby

world but, importantly for an FMCG, with a message that was inherently based on a

product truth. With no official Rugby World Cup rights but with an involvement from

17 current players from 8 different countries, 4 Unions and 3 kit manufacturers the

team was able to navigate an extremely complex landscape to deliver a campaign that

drove a strong association and managed to really stand out in a crowded rugby space.

Matt Riches, Account Director, Fast Track

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ONE OF CAMPAIGN’S

CAMPAIGNS OF THE RWC AND PR WEEK’S TOP

CAMPAIGN OF THE RWC

top5500

%

SALES UPLIFT IN KEY STORES

150kCOMPETITION

ENTRIES

INVOLVED:

4 UNIONS

3KIT MANUFACTURES AND

17 CURRENT RUGBY PLAYERS FROM

SEPARATE SHOOTS9

8DIFFERENT COUNTRIES

INCREMENTAL SOCIAL REACH DELIVERED THROUGH AMBASSADOR & UNION RELATIONSHIPS

50%

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Through their sponsorship of Rugby World Cup 2015, Clifford Chance chose to work with the

Tower Hamlets Youth Sport Foundation in London. The Clifford Chance Rugby Academy was

created to bring the sport of rugby to the primary schools of Tower Hamlets and provide an

opportunity for the young people of the Borough to learn its skills and values. Watching Marland

Yarde run a coaching session in a playground at Olga Primary School, really encapsulated for me

how sporting events can reach out to the local community and inspire the next generation.

David Laundy, Senior Account Manager, Essentially

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Through our partnership with England Rugby we are aspiring to go beyond our category.

We want to have a broader dialogue with our customers beyond mobile phones. It’s

about tapping into their passions and connecting them to something that’s bigger.

Nina Bibby, Marketing Director, O2 - client of VCCP, a Chime Communications agency

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Athletes

When all is said and done, it is the players, with their athleticism, dedication, comradery

and sheer bravery, that truly capture and enthral crowds at events like this. Rugby

World Cup 2015 was no exception, with performances that not even the most artful

pundits could have imagined or predicted. Essentially represents players from 18 of

the 20 participating nations, including over 70% of the victorious All Blacks squad.

Lou Thompson, CEO, Essentially New Zealand

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Richie McCaw is the highest capped player of

all time, and has captained his country over 100

times recording a win percentage of over 80%. In

2015 he became the first player to lead a side to

back to back Rugby World Cups.

Christian Abt, Director, Essentially Talent Management

Richie McCaw

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Bryan HabanaElectrifying winger Bryan Habana scored five tries to equal

Jonah Lomu’s record of 15 tries at Rugby World Cups.

Tim Lopez, Director, Essentially Talent Management

Drew MitchellHaving joined the European Champions

Toulon in 2013, Drew Mitchell would have

assumed that his time playing for Australia

was over, due to their policy on selecting

overseas players. With a change of rule

taking place in April, Drew qualified to play

and subsequently was one of the most

exciting wingers at Rugby World Cup and

is now third on the list of all-time top try

scorers at the tournament.

Rob Gilroy, Commercial Executive, Essentially Talent Management

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Fumiaki TanakaFumiaki Tanaka was the smallest player at both the 2011 and 2015 Rugby World Cups. He was the first player of Japanese heritage to play Super Rugby and is now a cult hero of the Highlanders in

New Zealand. His dynamism and range of passing on the pitch has earned him global acclaim.

Pete Simmons, Athlete Manager, Essentially Talent Management

We led the talent programme for the official Rugby World Cup hospitality provider,

Rugby Travel & Hospitality. The six month project, involved all facets of contracting

and co-ordinating 60 rugby legends and experts, for 14 stadiums across the UK. It

was amazing to be a part of the most successful Rugby World Cup to date, working

alongside some of the industry’s greatest talent; including the likes of Rugby World Cup

winning legends Will Greenwood, John Smit, Joel Stransky, Brad Thorn and Tim Horan.

Michelle Blair, Commercial & Media Manager, Essentially Talent Management

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Looking to the future

On the eve of a home tournament, CSM invited special guests, industry friends and

colleagues to an evening exploring The Future of Rugby, delving into the sport’s

potential for global growth. The panel and guests discussed new rugby formats, the

women’s game, expansion into US markets as well as player welfare.

Lord Seb Coe, Executive Chairman, CSM

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