Welcome
James Roby:
CBS Ambassador

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Rugby Legend James Roby Joins CBS as Brand Ambassador

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Why James Roby?

James isn’t just one of St Helens RFC’s greatest ever players – he’s one of the greatest rugby league players Britain has
ever produced. His career statistics speak for themselves:

✅ 551 appearances for St Helens (club record)

✅ 6 Super League Grand Final victories

✅ 4 Challenge Cup wins

✅ 2 World Club Challenge victories

✅ Most appearances in Super League history (455)

✅ 2007 Man of Steel winner

✅ 43 international caps for England and Great Britain

But statistics don’t tell the whole story.

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What Makes This Partnership Special

James built his reputation on consistency, reliability, and delivering peak performance under pressure. For 20 years, he showed up, did the work, and never let his team down. Those are the exact same values that CBS has built its business on.

When you’re delivering critical infrastructure services, there’s no room for error. Your systems have to work. Your mechanical installations have to perform. Your life safety protection systems have to function flawlessly. Every single time.

Just like James did for two decades.

Both CBS and James proudly hail from St Helens. We both believe in giving back to our community and developing the next generation of talent. This partnership is built on shared values, mutual respect, and a genuine commitment to excellence.

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Looking Ahead

We’re excited about what this partnership means for CBS, our team, our clients,
and most importantly, our community. Over the coming months, you’ll see James
working with us on initiatives that make a real difference.

This is just the beginning.

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What They’re Saying

When we were looking for a brand ambassador, authenticity was non-negotiable.
We wanted someone who genuinely represents our values, not just someone famous.
James’s 20-year career, his consistency, his leadership, and his commitment to St Helens;
that’s CBS. This partnership makes perfect sense.”
Andrew Somerville, Managing Director, CBS

 

I’ve always been proud to represent St Helens, and that continues now that my playing
career is over. CBS is a St Helens success story, making a real impact locally, nationally,
and internationally. The values CBS operate by are values I built my career on.
I’m excited to work with them and support what they’re doing in our community and beyond.”
James Roby, CBS Brand Ambassador