With the successful sales of sponsorship at the 1984 Los Angeles Olympic Games, Dentsu's sports marketing has expanded beyond the framework of traditional advertising services to the area of marketing rights, which we handle for major international sporting events such as the Olympic Games, FIFA World Cup™, IAAF World Athletics Series and FINA World Championships. In addition to global sporting events, Dentsu sells the broadcasting rights in Japan for Major League Baseball, and is the exclusive agent in Japan for Inter Milan, a top team in the Italian Professional Soccer League "Serie A". We engage in a wide range of other marketing efforts as well to expand our corporate edge.In January 2003, Dentsu, together with Publicis Groupe S.A., with which we have a financial and strategic alliance, established the international sports marketing company iSe (International Sports and Entertainment), which engaged in sales and management of the official hospitality programme for the 2006 FIFA World Cup™ in Germany.
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