The new alliance will considerably strengthen the financial and strategic muscle of WSG which is renowned for its television production, marketing and event management expertise.

As the main marketing rights holder of the Asian Football Confederation - organisers of next month's 16-country Asian Cup in China - and a major stake-holder in Asian golf, WSG is a one-stop shop for corporate partners in sport.

WSG and Dentsu will join forces to promote their sports business in the Asian region with Tokyo-based Dentsu representing WSG's football and other properties in Japan.

World Sport Group Holdings president Seamus O'Brien added, "WSG's experience and expertise in sports TV production, marketing and event staging is well known in the industry. Our partnership with Dentsu Inc. will now back this up with their considerable resources particularly in Japan, which is the region¹s major economy.

"Some of the biggest companies in the world are now, linked with Asian sport and as the profile of the region's sports stars and their performances continue to grow worldwide. There is more and more interest from corporate sponsors and other potential investors.

'Through this partnership with Dentsu we are uniquely placed to develop these opportunities which exist in Asia and consolidate our market leader position."