CSM Sport & Entertainment Acquires PEOPLE Marketing

CSM Sport & Entertainment has acquired Chinese communications and event management company PEOPLE Marketing founded by Irene Cheung, five years ago.

The company, which employs 25 people,  has clients including Remy Cointreau, The European Golf Tour, BMW, UBS and Ernest Borel and will work closely with London based CSM Sport & Entertainment’s growing global business, now chaired by former Olympic and Paralympic Chairman Lord Coe.

PEOPLE Marketing specialises in communications consultancy, concept development, event and activation management and public relations and has greatly expanded its client portfolio over the last three years. 

Founder and CEO Irene Cheung said: “We are delighted and excited to be joining the CSM Sport & Entertainment family and we look forward to working together to grow the global businesses of CSM in China and across the region.  There are huge opportunities for domestic and international brands in the Asian-Pacific region and we look forward to working with all the CSM agencies to make sure we’re in the best position to help these brands and businesses reach their marketing goals.”

CSM Sport & Entertainment CEO, Jim Glover said: “PEOPLE Marketing is a stand-out business in a very competitive market and we believe that with our support and experience we can work together to develop our business and move into new areas as part of our global aspirations and business plan. Everyone is aware of the Asia growth story and as international brands seek a route into this market, sponsorship and event marketing are increasingly important tools in unlocking business opportunities.  The potent combination of CSM’s international capability and PEOPLE’s broader China expertise, will be of huge value to existing and future clients.”

Chairman of CSM Sport & Entertainment Lord Coe said: “The speed and growth of business and sports in China is phenomenal and we are very fortunate to be teaming up with a company with such fantastic experience and credentials as PEOPLE Marketing.  Their reputation in the China market is first class and they were a natural partner as we look to continue the growth of CSM in the Asian-Pacific region.”

Most recently PEOPLE Marketing has been providing communications consultancy and activation management to Remy V.S.O.P for the dance platform and worked with the European Tour for the communication and press relations for Omega Missions Hills World Cup and UBS Hong Kong Open since 2008 and 2010  respectively.  

The company, which is based in Shanghai recently won the pitch to becoming the leading communication agency for BMW Golfsport which includes BMW Masters, BMW International Golf Cup and BMW Junior Programme and UBS retained PEOPLE Marketing to manage the maximisation program for its title sponsorship of the China Grand Prix for the last three years