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Dentsu sports agency eyes broadcast deals after taking 20% stake in table tennis league

Singapore-based sports marketing agency Dentsu Sports Asia has taken a 20% stake in the T2 Asia-Pacific Table Tennis League and outlined plans to “modernise” the sport through enhanced broadcast deals.

The deal, described as a joint-venture, will see DSA exclusively manage global sales and marketing for the league.

Central to its plans will be efforts to expand the reach of the sport across all platforms.

In collaboration with the league officials, the agency said it will seek to “modernise table tennis through the expansion of the property’s digital content and activations across all social media, OTT platforms and broadcast television”.

“We are excited by T2APAC and its global vision to revolutionize the sportm” Dentsu Sports Asia chief executive and president Kunihito Morimura said. “It is relentless in the pursuit of transforming table tennis, fiercely embracing innovation and developing fresh, bold content for fans across the globe.

“We believe that this long-term investment will serve as a constructive collaboration to unlock the true commercial potential of table tennis.”

T2APAC chief executive and commissioner Jeff Chue said the “vision” is to fully professionalise the sport, and create a “dynamic spectator sport that engages global audiences”.

“I am confident that Dentsu’s extensive sports and marketing expertise and global network will help to further foster the growth of T2APAC into a dynamic sports league at the forefront of global sports,” Chue said.

T2APAC is a pan-regional professional table-tennis league headquartered in Singapore and with offices in Shanghai and Chicago.

The inaugural season in 2017 achieved 28.5m unique viewers worldwide with over 1,700 hours of global TV air-time.

From 2019 it will be classified by the International Table Tennis Federation as a ‘diamond-tier’ event.

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