Our 20 Year Relationship with Dentsu

We have been working in partnership with Dentsu (the giant Japanese advertising agency) for 20 years, sharing offices with their European sports division, and supporting them across a varied range of sports consultancy, activation and event delivery work



To provide wide-ranging  support to Dentsu, the giant Japanese advertising agency, across a varied portfolio of rights-holder and brand projects (including strategic consultancy, rights sales, event delivery etc)


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We have been privileged to have been retained by Dentsu in a relationship now lasting 20 years to provide ongoing support to their European operations.


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Examples of Work

NTT DATA / The Open (role: sponsorship delivery)

In 2013 we were asked by Dentsu to lead the delivery of NTT DATA’s sponsorship of The Open Championship – including ‘rights’ delivery, activation strategy & implementation, live events, bespoke golf events, technology showcasing, digital & social amplification, and TV and video production. From 2018 we were also asked to mange and deliver NTT DATA’s national and international hospitality programmes around The Open. In 2020 our work won the prestigious Sports Industry Awards

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Mind Sports & The International Federation of Poker (role: event delivery)

We were appointed by Dentsu to produce a series of high profile ‘mind sports’ and poker events to (1) promote the newly established International Federation of Poker (‘IFP’) (2) launch and deliver the IFP ‘Nations Cup’ (team duplicate poker championship) (3) launch and delivery IFP ‘The Table’ World Poker Championship (4) conceive and deliver a series of display events for The International Mind Sports Association (‘IMSA’)



Red Bull Air Race (role: sponsorship sales & rights strategy)

Supported Dentsu to engage potential new sponsors and broadcasters, as well as advising on rights re-modelling for RBAR 



Sharp & The European Football Championships (role: activation strategy)

To support Dentsu with the development of a full activation plan for Sharp’s sponsorship of The UEFA European Championship 2012



IAAF & FINA (role: sponsorship sales)

To support Dentsu in identifying and approaching new potential commercial partners across their International Rights portfolio including World Athletics (‘IAAF’), World Swimming (‘FINA’), Red Bull Air Race (‘RBAR’) etc 



Japan Rugby – 10year plan (role: business modelling)

Worked with Dentsu /  JRFU bid to bring the Rugby World Cup (RWC) to Asia for the first time and then created a 10 year plan on how to grow the game in Asia.  This involved Business Modelling on Commercial Rights – Broadcast; Sponsorship; Hospitality/Ticketing; Licensing/merchandise and a global brand audit of the sport to highlight opportunities to grow the game globally. 

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Toshiba & Rugby World Cup (role: activation planning)

Tasked by Dentsu to create an activation programme for Toshiba’s Rugby World Cup sponsorship. Using Toby Flood (England) and Lionel Nallet (France) to promote Toshiba’s involvement with the Rugby World Cup. This included photo / video shoots and interviews with various national publications. Utilising players in advertising campaign in run up to Rugby World Cup. 

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Lexus (role: strategic consultancy; sponsorship & activation planning & delivery)

From 1996 to 2010 we were instructed by Dentsu to conceive, plan & deliver a pan-European strategy to build the Lexus brand from out of Toyota and create customer/prospect strategy. Once this was achieved improve the brand awareness globally (including sponsorship of The Open & Women’s British Open Championships).



If you would like to discuss how you can use brand events to connect with your key audience contact us here.