Sports marketing agency CSM Sport & Entertainment has signed a new agreement with sportswear and apparel brand Umbro following the formal launch of its communications offering.

The deal with CSM will see the agency manage Umbro’s communications and marketing across its recently signed kit supply agreements with England Rugby (RFU) and Premiership Rugby side Bristol Bears.

CSM already does significant work within the rugby market, representing rights holders and brands with a presence in the sport such as: Land Rover, HSBC, Quilter, Dove Men+Care, World Rugby and the British & Irish Lions.

Scott Watson, partnerships manager, Umbro UK, said: “CSM has built a strong reputation for itself within the sport and entertainment industry. Their experience in rugby is an obvious asset for Umbro, as we make an exciting move back into the sport.

“Their capabilities across the business, from Communications, Rights Management, through to Strategy and Insight, will be vital for Umbro to realise the potential of its new partnerships with England Rugby and Bristol Bears.”

The news comes as CSM formally launches its global communications offering. It will be led by business directors Scott Branch and Joe Laing and is built around three core pillars: Strategic Communications and Public Relations, Digital Communications, and Communications Consultancy.

Current clients already utilising CSM’s communications services include: automotive manufacturer Land Rover, UAE Team Emirates, Formula E, Sure, AIA, Hisense, IPL team Rajasthan Royals and Diageo whisky brand Talisker.

Scott Branch said: “CSM has been delivering best-in-class communications programmes for several years and our client base has continued to grow organically. With more and more clients coming to us on a communications first basis, it made sense to formalise our offering.”