Dentsu Group consolidates sports businesses under new holding company

Dentsu’s sports-related subsidiaries and businesses will now come under the new holding company Dentsu Sports International (DSI), to be known as “Dentsu Sports”.

The Dentsu Group has six sporting subsidiaries and four sporting businesses outside of its base in Japan, covering Europe, the Americas and Asia, as well as Australia.

In a media release, Dentsu Group said the move would “increase its strengths in the sports business domain and maximise synergies” and allow it to “consolidate and comprehensively promote its capabilities in this domain globally under DSI.”

Dentsu Sports Europe Ltd, Dentsu Sports America Inc, Dentsu Sports Asia Pte Ltd, Dentsu Sports LLC, Dentsu Sports Vietnam Co Ltd and Hal Sport Limited will become wholly-owned subsidiaries of DSI.

The newly-created DSI will also oversee Dentsu Group’s sports business activities in each of the aforementioned regions, including those within MKTG Group including the US, Canada, the UK and Australia.

That means MKTG Group will no longer sit under the umbrella of Dentsu International, which oversees the group’s agency operations outside of Japan.

Dentsu Group also said the “Dentsu Sports” business brand will help expand revenue and maximise the value provided to stakeholders.

“By linking the capabilities of Dentsu Inc. and other Dentsu Japan Network companies in the sports business domain with Dentsu International’s consulting functions and capabilities such as measuring the effectiveness of sponsorship and then further expanding them, Dentsu will provide advanced solutions to various client companies and organisations.”

Dentsu Sports Structure [click to enlarge]


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