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  • HKFC Rugby Section appoints CSM as strategic partner

    HKFC Rugby Section appoints CSM as strategic partner

    31 Oct 2020

    The Hong Kong Football Club (HKFC) Rugby Section has appointed CSM Sport and Entertainment as its strategic partner and exclusive sponsorship agency.

    Working from its Asian Headquarters in Hong Kong, which are located close to HKFC, the global sports marketing firm will assist the HKFC Rugby Section to develop and secure commercial partnerships, underpinning its efforts to promote sport within the community and further the development of elite rugby in Hong Kong.

    CSM holds significant relationships across the global and local rugby landscape, with the agency representing numerous brands and rights-holders within the sport, such as HSBC, Jaguar Land Rover, Dove Men+Care, as well as World Rugby, the British & Irish Lions and the Women’s Six Nations.

    The HKFC Rugby Section’s senior teams recently commenced pre-season training under Hong Kong Rugby Union’s return to play policy and are working towards the commencement of the 2020/21 rugby season on 7th November 2020.

    Chairman of the HKFC Rugby Section, Ian Petersen, explained “The HKFC Rugby Section has been playing at the highest level ever since its formation in 1886. While we have a proud history, we must continuously evolve to meet the challenges of running a modern sports club, performing at a high level and satisfying the needs of our members.

    “All of this requires resources, so we are both grateful to and rely on the financial support of our valued sponsors to enable us to achieve our sporting and community goals. In turn, our Rugby Section recognises the need to commercialise and professionalise our offering and invest in sponsor relationships in order to meet the respective needs of our current and new sponsorship partners. We are excited to be working with CSM to achieve this and, in doing so, secure and grow the financial support we need to run our programmes and succeed on the rugby pitch.”

    The Rugby Section’s Sponsorship Secretary, Ed Riley, added “CSM’s experience in rugby and relationships across Hong Kong and internationally are obvious assets for the Section as we look to better engage with our existing sponsorship partners and build associations with new ones. We’re confident their expertise will help to bring about an exciting new chapter for the Section, current and future partners and members.”

    CSM’s Regional Director, Holly Millward, said the agency’s work would build on the already strong foundations in place, to help the HKFC Rugby Section maximise its commercial potential through key current and future partnerships.

    “We’re thrilled to have the opportunity to work with the Hong Kong Football Club Rugby Section to reposition its commercial activity and establish the foundations for future growth,”Millward said.

     “At CSM we are very proud of our heritage and work in rugby, here in Hong Kong and globally, and we will look to leverage this experience to support the Section as it strengthens its commercial offering.

    “Despite the challenging current business environment, we continue to see the value in rugby as a property which can be leveraged to meet the business objectives of partners, for their customers and employees, as well as to further corporate social responsibility goals. Moreover, we believe that sport has a fundamental role to play within the community and for businesses, now almost more than ever before.”

    The HKFC Rugby Section’s current partners include title sponsor Natixis as well as AIA, Block One, Collinson, Latham & Watkins, Mourant and Grolsch. For more information about rugby at HKFC, match fixtures and training visit

    CSM, part of the Chime Challenger Network, is a global integrated marketing and brand experience agency working across sport, entertainment, media and social impact. For more information visit