MUMBAI: Dentsu has announced the formation of Dentsu Sports Asia.

Starting operations in Singapore, the aim of the new entity is to strengthen and expand the Dentsu Group’s sports business in Asia. 
 
In addition to promoting international development of the content business domain as part of its global strategy, Dentsu has established sports business operations in key overseas locations.

In September 2007, Dentsu established its European base, Dentsu Sports Europe, Ltd., in London. This was followed by the establishment in July 2009 of Dentsu Sports America, Inc. in New York as a strategic base for the expansion of Dentsu’s sports business in the Americas.
 
The addition of Dentsu Sports Asia to these two established bases will enable Dentsu to develop its sports business on an even wider global scale.

Acting as a link between Dentsu and other Dentsu Group companies, Dentsu Sports Asia will develop new sports business opportunities in Asia, a region that is showing remarkable growth.

The new company will also collaborate with other Group companies throughout the world to market the rights to international sports events in Asia.

In addition to marketing the rights to sports events such as the IAAF World Championships in Athletics, the Fina World Championships, the Asian Games and the East Asian Football Championship, Dentsu Sports Asia will plan and bid for the increasing number of international sports events held in Asia, as well as developing new sports content.
 
 
Dentsu spokesperson Shusaku Kannan said, "Dentsu Sports Asia will not only boost our sports business operations to the world’s emerging growth center but also represent a globally unprecedented bid to establish a new business model in this area ranging from the marketing of rights to sports events to the creation of sports business opportunities. In other words, we are going to offer a one-stop solution for the sports business community."