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Dentsu Sports Asia Collaborates with Sportswork Group as the Sponsorship Agencies for 29th SEA Games

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Dentsu Sports Asia

Kuala Lumpur: 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 South East Asian Games (SEA Games), which will be held from the 19th to 31st August 2017 in Kuala Lumpur.

As the overall project managers for the 29th SEA Games in Kuala Lumpur, Sportswork has formed an exclusive strategic partnership with DSA to unlock and maximise potential sponsorship partnerships. This 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. Olympic properties are an important part of the Dentsu sports business as Dentsu is the marketing agency for the quadrennial Asian Games serving the Olympic Council of Asia, and 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 from 2014 to 2024.

“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 the exclusive 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 build the Olympic movement and marketing platforms in Asia towards 2020,” said Mr. Kunihito Morimura, President and CEO of Dentsu Sports Asia.

“The SEA Games holds enrormous 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” added Stuart Ramalingam, Vice President at Dentsu Sports Asia, who is also the person responsible for the recent expansion of DSA’s business in Malaysia and its growing footprint across Southeast Asia.

For media enquiries, please contact:

Winnie Chan
Dentsu Sports Asia (Malaysia)
(+6012) 717 2600

Peter Raj
Dentsu Sports Asia (Singapore)
(+65) 6692-1685

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