CSM Live, the events arm of the UK-based sports and entertainment agency, has expanded its European operations by opening a new office in Germany.
The German base will be led by Andreas Schrott who has today (July 4) been announced as CSM Live’s inaugural director for the country.
Based in Munich, CSM Sport and Entertainment GmbH will commence trading this month.
The agency said the move “highlights the business’ long-term commitment to the country which has become a European sports hub as well as a center for future major events taking place”.
With an existing portfolio of events in Germany, the new office provides CSM Live with a permanent presence in central Europe.
CSM Live will focus on delivering branding and live experiences at sporting and other events in Germany, as well as across central Europe.
Germany will host a number of high-profile sporting events in the coming years, such as soccer’s UEFA European Championship in 2024 and the inaugural NFL games in the country later this year.
CSM Live also has European bases in France and Spain.
Schrott has almost 20 years of experience in the events industry, having been involved in many major soccer competitions, including three FIFA men’s and women’s World Cups, UEFA national team tournaments, and the UEFA Champions League and Europa League.
He has held several roles throughout his 20-year career, primarily in soccer, with his longest stint at the sport’s European governing body UEFA between 2011 and 2018 as a signage manager. He followed that up as a signage and brand consultant for UEFA and DFB (the German Football Association).
Alastair Bewick, CSM Live chief executive, said: “We have worked in Germany for many years on some of the largest events covering sports from international football to motorsport. With an already established supply chain and network of installers, it is therefore fantastic to be able to establish a permanent presence in Germany.
“As an experienced and talented leader in the German market, Andreas will lead the development of our offering in Germany, as well as continue to build our in-house team and capabilities to serve the thriving events market in Europe’s foremost sports economy, as well as further afield in mainland Europe.
“This is the perfect complement to our existing European bases in Spain and France, and further underlines our international credentials”.
Commenting on his appointment, Schrott added: “I’m delighted to join CSM Live having worked with them for well over a decade as a client. I’m excited about being able to drive such a well-renowned business in the local market, building on the strong credentials that have already been built by the international team.”