How Agencies Are Responding To The Covid-19 Challenge - Spotlight on CSM Sport & Entertainment

Brand Activations

Moving with the times: As the UK went into lockdown, Lucozade Sport wanted to understand how it could provide genuine, credible and relevant support in these difficult and uncertain times. With the brand’s mission to help people be more active, a simple conversation with a personal trainer sparked an idea. Could the brand support the thousands of personal trainers, coaches and instructors who were no longer able to work and keep the nation active?

In just two weeks, with the help of two-time heavyweight world champion, Anthony Joshua, the brand launched its ‘Keep Us Moving’ initiative. At the heart of the campaign was an initial £100k fund that fitness professionals could apply for. The ask was to record a 15-minute home workout, to showcase their talent and expertise. Each successful applicant would receive £1k for their video, and Lucozade Sport would hand over its social media channels to hero their content.

This was the first campaign of its kind for Lucozade Sport, centred around supporting the fitness industry and getting people moving. It enabled the brand to help keep the nation active by providing sessions for free. In terms of results, feedback from the coaches revealed that the financial support provided mental support, inspired further online workouts, allowed expansion of businesses and impacted local communities. The campaign was also a hit with the media and targets were surpassed twofold. Internal employee survey results related to the campaign exceeded expectations, particularly regarding pride which was 100%.

Transported to different worlds: At the beginning of the year, CSM’s Miller Genuine Draft team was getting ready to organise a series of live music events for the Miller Music Amplified campaign. These events were due to take place around the world, with performances from leading artists, signed to label partner Universal Music Group. Because of Covid-19, the team had to rethink the campaign in a way that still aligned with the brand’s key objective: to provide exceptional music performances that entertain consumers all around the world.

As a result, the plan for 2020 developed into a series of five virtual performances that music fans could enjoy from the comfort of their own home, meaning the original objective was still met… but in a Covid-friendly way. In early September, the series kicked off with a set from Jax Jones, where the DJ could be seen transported to four different worlds using some seriously impressive, immersive technology. The second digital event of the series followed in October, with a performance from the American rapper, 6lack, captured in his home city, Atlanta. This time, rather than a technology-led performance, the focus was to create something that allowed music fans all around the world to be truly immersed in the artist’s creative vision. Throughout the performance, the energy was built with the use of fire, finishing with a pinnacle moment featuring dramatic pyrotechnic effects, including 6lack’s name written in flames, captured on dynamic drone shots. You can watch this performance, here.

Rights Holder Support

Women’s Sport was on a high in 2019, and there was an expectation that this momentum would continue into 2020 with the Tokyo Olympics. But Covid-19 has slowed progress, making it tougher for individual athletes and events to secure commercial partnerships. Addressing this fact has been a key priority at CSM, which has now been appointed as the sponsorship sales agency for a brace of high-profile women’s franchises in recent months.

In September, it joined forces with the Ladies Professional Golf Association (LPGA), to help the tour identify and secure commercial partnerships. “Only 7% of corporate sponsorship revenue is invested in women’s sport properties”, says Matt Grandis, Chief Commercial Officer, CSM North America. “This is a phenomenal time and an ideal property for companies to connect their purpose with the passionate LPGA fan base.”

Since the successful restart of its season in late July, the LPGA Tour has played seven events while seven tournaments remain on its 2020 schedule that will finish in December. Among the events still to be played are two major championships and the season-ending CME Group Tour Championship.

Also this year, CSM was named as strategic partner and sponsorship agency for Women’s Six Nations. In this role, it will source new commercial partners for the annual rugby championship, having already provided a strategic brand review for the property. Charlie McEwen, CEO of Rugby and Special Projects at CSM says, “The opportunity with women’s rugby has never been greater, so we look forward to finding future commercial partners for the property.”

The agency followed up this announcement by hosting a webinar entitled “How Can Rugby Survive and Thrive?”. While this event highlighted the financial challenges facing both the men’s and women’s game (£105 million loss of revenue in 2020, without access to matchday income), it also pointed to successful innovations. Women’s rugby legend Maggie Alphonsi noted how the new, non-contact Ready 4 Rugby format – introduced during lockdown – had been “brilliant for women’s rugby, encouraging new people to try out the sport.”