World Championship Air Race appoints CSM to support global partnership strategy

20 May, 2021

World Championship Air Race (WCAR) has appointed CSM Sport & Entertainment to develop WCAR’s commercial proposition and global go-to-market strategy.

The appointment will see CSM, the global integrated marketing agency, use its international industry expertise to support the team at WCAR, with the Series debut set for the first quarter of 2022.

Speaking about the appointment, WCAR Race Series Director, Willie Cruickshank said:

“We’re delighted to welcome CSM Sport & Entertainment to the World Championship Air Race. CSM is a leading international sports consultancy with a strong track-record in representing both brands and rights-holders around the world. We look forward to working with them to develop a valuable, long-term strategy for brand partners and host cities.

“Since the start of the year, we’ve made significant progress on our commercial and operational plans and are on-course to debut Season 1 at the start of 2022 as planned. The addition of CSM’s capabilities will further strengthen our commercial structure as we look to bring the excitement of air-racing back to fans all around the world.”

Richard Cohen, Global Head of Motorsports, Partnership Development, CSM Sport & Entertainment said:

“We are delighted to be supporting the WCAR in developing their commercial proposition and go to market strategy. We believe that the next chapter of the Air Race promises not only an extraordinarily exciting spectacle, but positions WCAR as the future-facing and visionary leader in aviation technology. We are excited to support the team in bringing their vision to life in a way that will prove compelling to potential commercial partners.”

Building on the legacy of the hugely popular Red Bull Air Race, World Championship Air Race brings back the fastest, three-dimensional motorsport on the planet in a thrilling, city-centre event series.  Endorsed by the Fédération Aéronautique Internationale (FAI), WCAR is committed to innovation, sustainability and education, providing the ultimate proving-ground for green aviation and the future of air mobility as the Series transitions from legacy race planes to electric vertical take-off and landing (eVTOL) aircraft. 

The agreement with CSM is the latest in a series of announcements by WCAR this year. In February, it concluded a 15-year sanction agreement with the FAI for the World Air Sports Federation to provide sporting governance and contribute to the safety oversight for the new series. Aurora Media Worldwide has since been appointed to produce the global broadcast while 2Excel Aviation will provide specialist race-plane operational and delivery support.