What We Do

Dentsu, the world’s largest single agency brand for almost 40 years, provides a comprehensive range of advertising and marketing services based on our unique “Integrated Communication Design” approach. We offer clients a creative platform that serves as a dynamic marketing solution. From on-site promotions, events, PR, media and advertising, to broadcasting rights management, sponsorship sales, merchandising, licensing, and event and athlete representation, we have the resources and experience to meet any and all of our clients’ needs in the complex and layered business of sport.


  • Business Relationships

    Working alongside various sports associations and federations around the world, Dentsu continues to strengthen its relationship with preeminent sports properties. Our current affiliations include: Asian Football Confederation (AFC), Fédération Internationale de Football Association (FIFA), Fédération Internationale de Natation (FINA), Federation Internationale de Volleyball (FIVB), International Association of Athletics Federations (IAAF), International Olympic Committee (IOC), Major League Baseball (MLB), National Basketball Association (NBA), Olympic Council of Asia (OCA) and the Union of European Football Associations (UEFA).

  • Sponsorship

    Dentsu has the ability to connect corporations with prestigious sponsorship opportunities to create and cultivate unique brand experiences. We assist our partners achieve their business objectives through sponsorship by developing, managing and activating a wide array of assets and platforms, and by ensuring the delivery of sponsorship rights and benefits. Brands can leverage these sponsorships to generate and sustain strong brand awareness and affinity while generating maximum exposure.

  • Media and Broadcasting Rights

    Dentsu maintains a top share in all mass media distributors in Japan, punctuated by a significant interest and influence among Japanese television networks. Our relationships with world’s sports governing bodies and media networks have given us the ability to execute exclusive marketing, licensing and broadcasting rights for many premium sports such as football, baseball, volleyball, swimming, cricket, and track & field. Our specialized media division assists our clients with media rights negotiations, content acquisition and distribution, media planning and public relations.

  • Event Management and Operation

    From idea development and event logistics, to on-site operations, hospitality execution, and post-event evaluation, Dentsu provides expertise in all aspects of event management and operation. We have assembled a team of highly experienced and dedicated personnel to coordinate operational and marketing components of sporting events so we can ensure the success of the game and provide a unique and memorable experience. With six offices located in Asia, Europe, and both North and South America, Dentsu has unrivaled global mobility and provides a full suite of marketing and management services no matter the event or locale.


  • Exclusive global marketing rights for the IAAF

    The Asian Football Confederation (AFC), East Asian Football Federation(EAFF)

    The Asian Football Confederation (AFC) governs football in the 47 countries of the extended Asia region that include the Middle East and Australia. read more…
    Dentsu has exclusive rights to market sponsorship and broadcasting rights to Japanese companies for AFC-organized football matches. Dentsu has also held the exclusive marketing rights for the East Asian Football Federation(EAFF), which consists of 10 football federations and associations, since its founding in 2002.

  • Exclusive global marketing rights for FINA World Championships

    FIFA Club World Cup (CWC)

    Dentsu has been appointed as the Executive Event Producer of the FIFA Club World Cup by FIFA and is responsible for all commercial related matters of the FIFA Club World Cup in Japan and last but not least, is responsible for delivering a successful event.

  • Exclusive global marketing rights for FINA World Championships

    Fédération Internationale de Natation (FINA)

    One more face of Dentsu is that of a sports marketing company—one of the world’s largest, in fact. Dentsu’s sports business has built up over 40 years of experience and know-how, fueling excitement across the world.read more…
    In July 2011, the 14th FINA World Championships were held in Shanghai,China. It was the second time Asia has hosted this event, following on from Fukuoka in 2001. More than 2,220 athletes from over 181 countries and regions competed at the 2011 Championships across 66 competitions in five aquatics disciplines—swimming, synchronised swimming, water polo, diving and open water swimming. As the exclusive worldwide marketing agency, Dentsu conducted global sales of marketing and broadcasting rights for this major international event, which was broadcast in about 200 countries and regions.

  • Exclusive global marketing rights for the IAAF

    Fédération Internationale de Volleyball (FIVB)

    Dentsu has been appointed by the International Volleyball Federation (FIVB) to centrally exploit all commercial rights to their Volleyball and Beach Volleyball Events for the period 2013-2020 together with their fellow agency partners, IMG and XYZ. read more…

    It is the first time in the FIVB’s history that their rights have been centralized and as such presents Dentsu with a unique opportunity to be involved in the commercial exploitation and continued development of this increasingly important and popular Olympic sport.
    Dentsu will collectively work with their two agency partners in the exploitation of the FIVB’s marketing rights, while Dentsu and IMG are solely responsible for the exploitation of the media rights to all FIVB events.

  • Exclusive global marketing rights for FINA World Championships

    International Association of Athletics Federations (IAAF)

    In August and September 2011, the 13th IAAF World Championships in Athletics were held in Daegu, South Korea. Dentsu holds exclusive worldwide marketing and media rights (except for the media rights in certain territories such as Europe) relating to this event in which around 2,000 athletes and officials from 202 countries and regions participated across a total of 47 competitions.read more…
    In many other major world sports events—including the Olympic Games and the FIFA World Cup™—Dentsu maintains a major level of business involvement, underpinned by its strong partnerships with sports content holders. Dentsu has established regional operations specializing in sports business around the world, including Dentsu Sports Europe, Ltd. (London), Dentsu Sports America, Inc. (New York), Dentsu Sports Asia, Pte. Ltd. (Singapore) and a business unit in Beijing, as part of its drive to build an integrated global sports business network.

  • Exclusive global marketing rights for FINA World Championships

    Major League Baseball (MLB)/World Baseball Classic (WBC)

    Ever since Japanese players such as Ichiro and Hideki Matsui moved to the United States to play baseball, Major League Baseball (MLB) has gained significant popularity amongst the Japanese audience. read more…

    In 2004, Dentsu responded to this increasing national interest in MLB, and became the sole agent to obtain broadcasting rights in Japan.
    In 2006, the World Baseball Classic (WBC)―a tournament that would determine the world`s first baseball champion―officially took place. For the 2006 and 2009 tournaments, Dentsu exercised exclusive broadcasting and marketing rights in major Asian nations by obtaining rights from WBCI (World Baseball Classic, Inc., a company created at the direction of MLB and MLB Players Association to operate the WBC tournament) and Yomiuri Shimbun (rights holders of the Japan Rounds).

    As an agent, Dentsu was actively involved in sponsor sales and tournament operation.. In addition, Dentsu created various sponsor promotions for WBC and contributed to the success of the tournament.

  • Exclusive global marketing rights for the IAAF

    Olympic Council of Asia (OCA)

    Dentsu and the Olympic Council of Asia (OCA) have a long standing relationship that dates back to the 1998 Asian Games that took place in Bangkok. read more…

    As the OCA’s Marketing Agent, Dentsu oversees the exploitation of all commercial rights relating to not only the Asian Games which was most recently staged in Guangzhou, China in 2010, but also all other Events within the OCA’s sporting calendar.
    The Asian Games is one of the largest sporting Events in the world. Held every 4 years since its first inauguration in Delhi in 1951, the Asian Games is widely recognised as “The Olympics of Asia” and the “Olympics with Branding”. In 2014 the 17th Asian Games will take place in Incheon, Republic of Korea. The Asian Games aim to promote and strengthen good will, friendship and mutual understanding across the 45 participating countries who will take part in 36 different sports including the 28 staged at the Olympic Games.

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