CSM in the Middle East

2015: A Year in Review

Great experiences in sport and entertainment have the

power to inspire positive change like nothing else.

Through amplifying these shared experiences we help our clients extend their reach and achieve

their commercial objectives.

Today, CSM is one of the world’s leading agencies with an ever-growing global

presence. We assist governments, brands, federations and governing

bodies as well as not-for-profit organisations to evolve and engage

through the power of sport and entertainment.

WE BELIEVE IN THE POWER OF SPORT TO TRANSFORM LIVES AND TO HELP OUR CLIENTS WIN BY DELIVERINGA LASTING IMPACT

We believe in the power of sport To transform lives and to help our clients win by delivering alasting impact

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Event feasibility and planning

Strategic and Commercial consultancy

Event Creation, Management and Delivery

Advertising and Rights sales

Broadcast Services

Interactive Live Experiences

Athlete Management and Ambassador Programmes

Sponsorship Activation and Rights Management

Sport, Commercial and Cultural Branding

Exhibitions and Retail Display

Overlay, Fitout and Showcasing

Digital & Social Media

Content Production and Distribution

Sports and Consumer PR

Hospitality Services

Business Unit and Employee Engagement

Community and Grassroot Programmes

Merchandise

WHAT WE DO

CSM offers a complete range of services for everything that a brand, federation or governing body could need within sport and entertainment.

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OVER 800 EXPERTS AROUND THE WORLD

AGENCY LOCATION

CSM operates in 24 cities in 19 countries.

In the Middle East we operate out of four offices, with our MEA regional headquarters in Dubai and other offices in Abu Dhabi, Doha and Muscat.

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WE CREATED THE BIGGEST FOOTBALL

EVENT EVER STAGED IN THE

MIDDLE EAST

In 2013 it was CSM to whom FIFA turned to deliver the

marketing strategy and campaign for the biggest

football tournament ever staged in UAE – the FIFA

Under17s World Cup UAE 2013.

WE ARE BUILDING AN OLYMPIC LEGACY IN SAUDI ARABIA

For the past 18 months CSM has been working with the Saudi Arabian Olympic Committee to develop

the country’s first ever Saudi Elite Performance Strategy designed to identify and nurture Olympic

Champions of the future.

OUR TRACK RECORD IS SECOND TO NONE

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WE HELPED INTRODUCE RUGBY INTO EMIRATI SCHOOLS

In 2012 we put our client HSBC into partnership with the UAE Rugby Federation as the first ever sponsor of the

UAE Player Pathway Programme, aimed at increasing Emirati participation in rugby. Now established in 25

national schools, the Player Pathway Programme is directly leading to the sport’s immersion in the local community

with thousands Emirati boys and girls involved in the game.

WE HELPED MAKE FOOTBALL PART OF

THE NATIONAL SCHOOL CURRICULUM

Our groundbreaking work with Mubadala and the UAE Football

Association led to the creation of the Mubadala Football in Schools

Programme, designed to increase sports participation in UAE schools

and to provide new training to PE teachers across the country.

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WE STAGED THE FIRST EVER COMPETITIVE UK RUGBY MATCH

TO BE PLAYED OVERSEAS

We transformed the grounds of the Emirates Palace into a rugby stadium in time for the players, coaches and officials from Wasps and Harlequins to play their historic LV= Cup match live on Sky Sports TV in 2011.

WE ARE ELECTRIFYING A NEW DEMOGRAPHIC TO GET ACTIVE

We brought the world-famous Electric Run to the Middle

East for the first time – a unique fusion of music, light, dance and 5km night-run that has taken Dubai, Abu Dhabi and Sharjah by storm…

WE CREATED A WORLD CLASS TRIATHLON FROM SCRATCH

In collaboration with Yas Marina Circuit, CSM created Tri Yas – the first ever triathlon to be held at a Grand Prix circuit – for the Abu Dhabi community. Now in its sixth year Tri Yas now sees thousands take part each year in one of the region’s most successful annual events.

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HOW DO WE GO ABOUT SELECTING AND DELIVERING A PROJECT?

We apply a well-honed process towards the development and management of all of our projects:

Issue Idea ImpactImplementationInsight

UNDERSTANDING THE CLIENT BRAND AND

BUSINESS

What are the business and brand challenges and objectives, who is the target audience?

DEFINING THE ROLE AND

VALUE OF THE PARTNERSHIP

What is the brandstory and most relevant

role in sport, basedon objectives and

audience fit?

DEVELOPING THE RIGHT APPROACH

What is the big idea that will sit at the heart of the campaign and provide a

consistent thread?

LEVERAGE AND IMPLEMENTATION

How can that be delivered as an integrated cross

channel activation and communication plan?

MEASUREMENTAND EVALUATION

What is the campaign impact, evaluation and

delivery of resultsand ROI?

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TAKE A LOOK AT OUR WORK IN 2015

We worked with no fewer than 9 major sponsors on the Abu Dhabi F1 Grid, and with every team.

JOHNNIE WALKER AND MCLAREN HONDA• 190m+ campaign reach • US$ 8.9m campaign media value

UBS – GLOBAL PARTNER OF FORMULA 1• US$ 3.7m in incremental new business generation • US$ 24.9m campaign media value • 729 guests hosted in VIP hospitality

UNILEVER AND WILLIAMS F1• 37m campaign reach • US$ 357m campaign media value

HISENSE AND RED BULL RACING• US$ 3.8m campaign media value • 369,000 social media reach • 138,000 website page impressions

MUBADALA – ABU DHABI FORMULA ONE EVENTS AND VIP HOSPITALITY AGENCY:• 250 Formula One Paddock Club VIP guests • 300 guests at Mubadala F1 Business Forum created by CSM

GSK AND MCLAREN HONDA• 3 Global Management Workshops • 78 delegates attended • 63 hours spent learning with McLaren Honda Applied technology

UPS AND SCUDERIA FERRARI• US$ 24.9 campaign media value • 11.4 Twitter impressions • 80m+ online reach • 400+ VIP guests

CHENIERE AND FORMULA 1• 4 Grand Prix activation programmes • 419 VIP guests • 69 Paddock tours

The Key Numbers: 11 teams under contract, 9 sponsors under management

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WE REPRESENTED SOME OF THE BIGGEST NAMES IN WORLD SPORT…INCLUDING A FEW WHO BECAME DOUBLE WORLD CHAMPIONS…

In 2015 our athlete management division included over 60 of the world’s leading sportsmen and women under management. We represented Olympic and World Champions from across world sport, many of whom were very busy in the Middle East:

The Key Numbers: 2 Formula One World Champions. 8 current England international cricketers.7 Wales international rugby players. 3 international footballers

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NIKI LAUDANon-Executive Chairman, Mercedes AMG Petronas, Abu Dhabi Grand Prix

Bryan Habana

Marion Bartoli

Chris Robshaw

Richie MccawDan Carter Sol CampbellLeigh Halfpenny Ma’a Nonu

STEVEN FINN England cricket squad vs Pakistan in UAE

SIR JACKIE STEWARTGuest speaker, Abu Dhabi Grand Prix

ADIL RASHID England cricket squad vs Pakistan in UAE

SIR IAN BOTHAM Sky Sports TV commentary team, England vs Pakistanin UAE

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The Key Numbers: 9500 square meters of signage. 585 meters of course sponsor boards. 1200 meters of public village branding. 17 TV towers. 87 on course boards. 18 tee boxes.

The Key Numbers: 10,500 runners. 22 nationalities.12.1m campaign reach

3 4ELECTRIC RUN – ELECTRIFYING THOUSANDS ACROSS UAE

The world’s most iconic night run finally came to the Middle East in 2015, courtesy of

CSM. A sell-out event, over 10,500 people danced, ran and partied the night away in

Dubai, in a unique fusion of neon, lasers, world-class DJs and 5km night run.

DP WORLD TOUR CHAMPIONSHIP – HOWTO BUILD A WORLD-CLASS EVENT

As Rory romped to victory in the end of season finale, CSM was responsible for providing the iconic look and

feel of the tournament, working with the European Tour to deliver over 2000 items including on-course tee signage,

village fascia, hospitality dressing, directional signage and large scale grandstand banners for the fifth year running.

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The Key Numbers: 87,986 fans engaged worldwide. 3 Test matches.

The Key Numbers: 9 Action Plans. 40 Work Streams. 1 new Performance Director. New 20 man Performance Department

65 THE SAUDI ELITE PERFORMANCE STRATEGY – CREATING SPORTING LEGACY IN SAUDI ARABIA

In 2015 CSM developed the groundbreaking Saudi Elite Performance Strategy on behalf of the Saudi Arabian Olympic

Committee. The programme aims to put elite performance pathways in place to help develop elite athletes across a variety

of Olympic sports, to move Saudi Arabia up the medal table and create a lasting legacy for generations to come.

WAITROSE – FUELING ENGLAND’S SERIES VS

PAKISTAN

As England battled Pakistan across Test, ODI and T20 formats,

our cricket team delivered the campaign around Waitrose’s

sponsorship of the England team.

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The Key Numbers: Engaged 7 key tourism markets. 4m website impressions. 3m social media reach. 75,000 YouTube views.

The Key Numbers: 1900 Premier & VIP Customers engaged. 97% customer satisfaction. Over 6,800 Emirati kids playing rugby in UAE schools each year.

7 8TAKING MAN CITY FANS INTO THE BLUE WITH TCA ABU DHABI

On behalf of the Abu Dhabi Tourism & Culture Authority, we created Into the Blue – a new

sponsorship activation campaign designed to turn City fans into Abu Dhabi advocates

and visitors by increasing destination understanding, capturing fan data and

converting engagement into bookings.

HELPING HSBC TO BRING THEIR GAME IN 7S

CSM has been HSBC’s global rugby agency since 2008, managing the bank’s investments in rugby which includes sponsorship of the

HSBC Sevens World Series, Dubai Rugby 7s and UAE Rugby Player Pathway Programme. In 2015 our sponsorship campaign – Bring

Your Game – reached over 140,000 customers, driving customer loyalty, reward and acquisition objectives, whilst HSBC helped to

grow the game of rugby across the Middle East in rugby clubs and throughout Arabic schools.

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The Key Numbers: 2 races. 8 stages. 1215kms of road

The Key Numbers: 159,000 visitors to Abu Dhabi race village. Campaign Media Value US$4.5m. 2785 Media articles.

TWO TOURS, ONE BRANDING TEAM – DUBAI & ABU DHABI TOURS

Our branding team delivered the event look and feel, signage, branding and wayfinding

for the UAE’s two pro-cycling events – Dubai Tour and Abu Dhabi Tour.

LIFE AT THE EXTREME – VOLVO OCEAN RACE AND ABU DHABI

We were the regional PR team for the world’s most famous offshore

sailing race in the Middle East, UK and China in 2014/15.

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The Key Numbers: 737 VIP guests. 99% of guests felt the event strengthened their relationship with HSBC. 95% of guests rated the experience as excellent. 100% of HSBC relationship managers felt the event strengthened their relationship with their customers overall

The Key Numbers: 3 Cities. 11,420 junior players. The biggest youth football event ever staged in Saudi Arabia

1211 HSBC AND THE ABU DHABI HSBC GOLF CHAMPIONSHIP

Our HSBC team also delivered the VIP hospitality and guest management programme for co-title sponsor of the

Abu Dhabi HSBC Golf Championship, ensuring that the bank’s top customers are looked after at every step from

airport to hotel to Pro-Am to golf course.

COPA COCA-COLA: BRINGING FOOTBALL TO THE COMMUNITIES

IN SAUDI ARABIA

We delivered Coca-Cola’s flagship football programme in the Middle East once again in

2015. Across three Saudi cities we had more than 11,000 young people come together

for the biggest celebration of soccer ever seen in the Kingdom.

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The Key Numbers: US$ 1m PR Value. Campaign reach 10.4m. 20,000 Facebook Fans

The Key Numbers: Over 200 VIP guests. 1 Best Dressed Man and 1 Best Dressed Lady!

COMMERCIAL BANK QATAR MASTERS – AMAZING GRACE

Leg two of the Desert Swing sees the European Tour descend on Doha, and

our event marketing team was on site delivering the regional PR and media

operations as South Africa’s Branden Grace reigned supreme.

PUTTING THE ‘STYLE’ INTO THE JAGUAR STYLE STAKES AT DUBAI WORLD CUP

When the great and the good of Dubai descended on Meydan for Dubai World Cup weekend, we

delivered one of the region’s most hotly anticipated events for fashion trend setters - the Jaguar Style

Stakes - a VIP Lounge, fashion show, catwalk and experiential platform for Jaguar customers and

prospects

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The Key Numbers: 8 weeks of planning, 2 weeks of production and 5 days on site

The Key Numbers: US$ 1.2m PR value. 412 media articles. 22.6m global campaign reach

BWF DUBAI WORLD SUPERSERIES FINALS

As the world’s badminton heroes competed for the most prestigious prize on the calendar, our

branding team delivered all the venue, hotel and transportation branding, look and signage

for the most prestigious prize on the BWF badminton calendar

16 ITU WORLD TRIATHLON ABU DHABI

The first leg of ITU series arrived in Abu Dhabi for the first time in March and CSM’s event marketing

team were on hand to deliver the regional PR and digital communications campaign, ensuring

a sold-out event and record spectator numbers.

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The Key Numbers: 3 Days, 6 Global Superstars. 1 Abu Dhabi giant sponsorThe Key Numbers: Killer Stats: 15 teams. 30 matches. 6 days

1817 MUBADALA WORLD TENNIS CHAMPIONSHIP

The curtain-raiser to the tennis season sees our client Mubadala sponsor Abu Dhabi’s flagship tennis tournament

– the Mubadala World Tennis Championship. Our team managed the sponsorship activation programme for our

founding client Mubadala including fan zones, player signings and VIP hospitality programme.

2015 AFC BEACH SOCCER CHAMPIONSHIP

The 2015 AFC Beach Soccer Championship took place at Katara Beach in Doha in March

2015 and served as the qualifier for teams from Asia for the FIFA Beach Soccer World

Cup. Our branding team built the pitches, signage, branding and wayfinding for the

entire event.

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INSIGHT AND DATA - The latest market insight and data to inform our strategies > CSM Data uses hard data to help us and our clients make better decisions through;

• Better, cleaner, enhanced data gathering • Data profiling • Data matching

> CSM Annual UAE Consumer Study of 400 UAE Nationals (16-35) seeks to understand regional lifestyle and consumer habits

> Sports DNA – in partnership with Repucom, we have access to constantly updating data, insights and intelligence on how fans consume sports and on their opinions of events and sponsorship in 30 key markets worldwide

CONTENT CREATION - CSM Content is our in-house service creating award winning video content and sports programming like CNN’s Inside Golf

CSM MIDDLE EAST DESIGN STUDIO - our Dubai-based studio provides full service graphic design and development services to all of our clients

IN-HOUSE PR & DIGITAL COMMUNICATIONS TEAM - we have a dedicated team of communications specialists delivering award winning PR, event marketingand social media campaigns for our clients across the English and Arabic Media

STRATEGIC PARTNERSHIPS - we have carefully selected strategic partnerships with BBDO and Memac Ogilvy (Creative) and Omnicom and OMD (Media Buying) to add to our offering in market

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AT CSM WE USE A VARIETY OF IN-HOUSE SPECIALISTS, SERVICES AND PARTNERS TO PROVIDE A BEST IN CLASS SERVICE TO OUR CLIENTS AND TO PROMOTE OUR PROJECTS:

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It has led to more sport being included in the national school curriculum. It has helped government and private sector organizations invest more into sport and drive greater returns from it. And it has provided unforgettable experiences for fans of all ages, nationalities and backgrounds to enjoy.

ADDRESSING SOCIAL & HEALTH CHALLENGES

IMPROVING GOVERNANCE CREATING UNFORGETTABLE LIVE EXPERIENCES

GIVING MIDDLE EASTERN SPORT A GLOBAL PLATFORM

SUPPORTING EDUCATION DRIVING GREATER INVESTMENT

Over 3.5m people engaged by our projects

Over 40 live events delivered

Working on behalf of Managing over

in sponsorship rights on behalf

of our clients

USS500mManaging sponsorshipinvestments in different sports

Global TV audience of over2bn

Social media reach over

27m

Over

media articles

2,500 Working with governing bodies, federations and rights holders

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27global and

regional sponsors

2 CSM programmes now

part of UAE school curriculum

Over 27,000 children taking partin our projects

10,600 kids playing rugby in schools

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people have taken part in our events

OUR WORK HAS HELPED THOUSANDS OF YOUNG PEOPLE ACROSS THE MIDDLE EAST GET ACTIVE.

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UBS - Global Partner of Formula 1

For more informationplease contact

Ben FaberRegional Director, CSM

Ben.faber@csm.com