Dentsu Group Strengths



Dentsu has built long-term relationships with sports organizations in Japan and globally, and is involved in a wide variety of sports events, from world-headlining events, like the Olympic Games and FIFA World CupTM, to national events, like the Tokyo Marathon.

We maintain close ties with international sports governing bodies, including the International Olympic Committee (IOC), Fédération Internationale de Football Association (FIFA), International Association of Athletics Federations (IAAF), Fédération Internationale de Natation (FINA) and Major League Baseball (MLB). These relationships have given us access to an assortment of rights, such as broadcasting rights and marketing rights, for exclusive sale to our clients. We have already accumulated more than 10 years’ experience as the exclusive global rights agent for the IAAF and FINA to provide support and services to sponsors. Furthermore, in recent years, our sports business has continued to expand on a global level, mainly through our successful efforts to secure broadcasting rights from the IOC to sell to our clients in some parts of Asia and Central Asia, and through event production for the FIFA Club World Cup in the Middle East and Africa.

In Japan, we are involved in the development and sale of sponsorship programs for many sports organizations, including the Japanese Olympic Committee, with which we have enjoyed a long relationship. Following the official decision to award the 2020 Olympic and Paralympic Games to Tokyo, we were selected by the Tokyo Organising Committee of the Olympic and Paralympic Games (Tokyo 2020) to be its exclusive marketing agent. Dentsu is already involved in marketing activities with other federations in Japan, including the Japan Football Association—the governing body responsible for Japan’s national team. Through this relationship, we have access to exclusive marketing and sponsorship rights for the Japan Professional Football League, known commonly as J. League, from 2014. So, in the future, our support for football in Japan will be all-encompassing.

Dentsu continues to deepen its business relationships with sports associations and federations in Japan and globally, drawing on these relationships and their associated rights acquisition, to present clients, as well as sports organizations, with ways to communicate with their markets through unique and powerful content.

Column: Looking Toward the Opening of the Tokyo 2020 Olympic and Paralympic Games
Kiyoshi Nakamura
Executive Officer,
Dentsu Inc.

Dentsu Inc., designated by Tokyo 2020 to be its exclusive marketing agent, has taken on a major responsibility as a partner in marketing who will over the next six years support the committee in such areas as formulating a marketing plan and conducting sponsor follow-up.

At the same time, to turn this huge sports event—this golden opportunity for Japan to build for the future—into something that makes the sports world, as a whole, and even more so society, overall, a better place, we must draw on the combined expertise of the Dentsu Group to define the legacy, the lasting benefits of the Games, which continues after 2020. We have the very capabilities necessary to create a movement of exponential dimensions fueled by the excitement of sports. A pertinent theme of the Tokyo 2020 Olympic and Paralympic Games is, of course, to spur recovery from the 2011 earthquake and tsunami, but the Games will also challenge us to tackle various issues with creativity and to strive to realize our dreams.

The Paralympics at the 2012 London Games have been called an outstanding success. For the Dentsu Group, the Paralympics are just the start of concerted efforts to contribute to the development of sports in various areas.

The Rugby World Cup is also coming up in 2019, and pre-Olympic events and many other international tournaments will likely be held in Japan leading up to 2020. The Dentsu Group has a record of managing numerous international sports events as well as the associated know-how. Bringing together the abundant experience we have accumulated thus far in areas ranging from marketing to event management, PR and more, we will support sports organizations and sponsor companies in order to ensure the success not only of the Tokyo 2020 Olympic and Paralympic Games, but the other events as well.

Kiyoshi Nakamura
Executive Officer,
Dentsu Inc.
Joined Dentsu Inc., assigned to the International Advertising Division at Tokyo headquarters
Transferred to Dentsu Europe
Appointed Director, Sports Business Division of Dentsu Inc.
Appointed Executive Officer of Dentsu Inc.

In name and deed, as the No. 1 sports agency in the world, we seek global development of the Dentsu Group, using sports content as the key to unlock dreams and excitement.