Dentsu appointed as sponsorship agency for 2017 SEA Games in Malaysia

Dentsu and Sportswork have been announced as the sponsorship agencies for the Southeast Asia Games in Kuala Lumpur next year.

The announcement:

Dentsu Sports Asia (DSA), a subsidiary of Dentsu Inc. (Dentsu), announced today its collaboration with Sportswork Group as the co-exclusive sponsorship agencies for the forthcoming 29th Southeast Asian Games (SEA Games), which will be held from the 19th to 31st August 2017 in Kuala Lumpur.

As the overall project manager for the 29th SEA Games in Kuala Lumpur, Sportswork has formed an exclusive strategic partnership with DSA to unlock and maximise potential sponsorship partnerships. The appointment will see DSA exclusively manage all rights for Japanese, international and local companies for the 29th edition of the SEA Games, while working closely with Sportswork, who will focus their efforts on Malaysian government linked companies. Similarly, the appointment follows on from DSA’s successful work in the same capacity of the 27th SEA Games that took place in Myanmar in 2013.

“The SEA Games holds enormous popularity in this region and the 2017 Kuala Lumpur SEA Games in Malaysia will be astronomical. We are all looking forward to this amazing spectacle that will captivate Malaysia and the entire region of Southeast Asia,” said Stuart Ramalingam, Vice President at Dentsu Sports Asia, who is also responsible for the recent expansion of DSA’s business in Malaysia and its growing footprint across Southeast Asia.

Nicky Lim, Chief Executive Officer, Dentsu Aegis Network Malaysia added, “This is indeed a timely and exciting appointment for DSA as sports fever catches on with many world-class sporting events in the pipeline, including the SEA Games which serves as a fantastic marketing and branding platform for companies that wish to engage consumers through sports.

“In this regard, DSA continues to put Dentsu Aegis Network Malaysia at the forefront of sports marketing through our collaborative effort. We look forward to helping clients unlock opportunities created by converging DSA’s sports marketing capabilities with the network’s media, digital and creative communications services, in keeping with our mandate of delivering innovative business propositions for clients,” Nicky continued.

“We are proud to be appointed to work on the 2017 Kuala Lumpur SEA Games as this complements Dentsu’s multi-sports business across Asia. As our parent company is the exclusive marketing agency for the Tokyo 2020 Olympics, we feel that the regional multi-sport events of the Asian Games and SEA Games are a huge part of the story to building the Olympic movement and marketing platforms in Asia towards 2020,” said Kunihito Morimura, President and CEO of Dentsu Sports Asia.

Dentsu has a long history in the sports marketing sector. It is the marketing agency for the quadrennial Asian Games organised bythe Olympic Council of Asia, in addition to the Tokyo 2020 Olympic Games local sponsorship rights in Japan. Dentsu is also responsible for the distribution of broadcast rights for the Olympic Games in 22 territories across Asia and Central Asia until 2024.

Source: press release


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