#Japan #Sports Entertainment #Dentsu #Minato #Anime Solutions

Dentsu's Global Expansion in Sports and Entertainment

Dentsu Group, headquartered in Minato, Tokyo, has announced an ambitious plan to globally expand its initiative, "Dentsu Sports & Entertainment (Dentsu S&E)." This initiative will harness Dentsu's extensive capabilities both domestically and internationally to foster content marketing solutions in sports and entertainment, ultimately aiming to aid clients in overcoming their branding and marketing challenges.

With over 120 years of innovation under its belt, Dentsu has solidified its position in the sports and entertainment sectors. The company is home to approximately 1,200 specialists who support roughly 1,300 clients across 21 countries. These professionals possess deep expertise in music, films, sports, gaming, and television, enabling them to facilitate the development of existing cultures while also nurturing new ones. This collaborative approach benefits a multitude of stakeholders within society.

Dentsu has been a key player in the sports industry for over six decades, having supported its development through various channels including marketing and intellectual property creation in both Japan and international markets. Notably, Dentsu Sports International and MKTG have connected sports to clients across 17 global locations. Additionally, the company has established a significant footprint in entertainment, particularly since the late 1980s, with a focus on international film production and involvement in music, anime, and gaming sectors, ensuring a robust presence domestically and abroad.

Looking ahead, Dentsu aims to utilize its trusted network and the entire ecosystem of the sports and entertainment industry to create marketing opportunities and activate campaigns. This includes leveraging high-profile Hollywood films and global sporting events to maximize content potential. By linking major operations in regions such as Japan, the US, the UK, Asia, and the Middle East/North Africa, Dentsu is set to make its global vision a reality.

A key component of this expansion is the collaboration between Dentsu and Dentsu Anime Solutions, a newly established firm focused on licensing anime works. Together, they have launched the "Dentsu Anime Solutions" brand to enhance the global growth of Japanese anime and support the business development of various clients. Their offerings will encompass integrated marketing solutions centered around anime content, focusing on key markets such as North America, China, and Southeast Asia, which include strategies for overseas distribution and promotional campaigns tailored to specific regional needs.

Moreover, in 2023, Dentsu launched "Dentsu Sports Analytics," a new brand aimed at advancing data utilization in sports business. This initiative provides services such as custom research, integrated data analysis, rights evaluation, and impact measurement on a global scale. Future growth is anticipated in existing markets including North America, Europe, and the Asia-Pacific, along with expansion into the Middle East and North Africa.

Leaders from within Dentsu’s sports and entertainment sectors will collaborate with field leaders in various markets to develop business opportunities based on a standardized growth framework that combines data, technology, creativity, media, and insights. By integrating their unique strategic approaches which include content solutions, content growth, and investment, the group aims to create innovative relationships that yield high scalability among clients, IP holders, consumers, and society at large.

Yoshinori Ise, Dentsu Group's Deputy Global Chief Strategy Officer and Global Head of Sports & Entertainment, commented, "Dentsu Sports & Entertainment provides a groundbreaking service that integrates sports, entertainment, and gaming. Leveraging our extensive experience, corporate networks, and unique data, we can create content that resonates with people and fosters cultural growth for clients and IP holders alike. Our commitment to innovation through the launch and global expansion of Dentsu S&E will enhance our capabilities to connect clients and partners with consumers."

Gene Lin, Global President of Dentsu, remarked, "To succeed in today’s landscape and drive business impact, clients must continuously innovate within a framework that serves as a gateway between culture and commerce. The seamless interaction of these two realms fosters connections with consumers and accelerates business impact and growth. The sports and entertainment sectors present the most significant opportunities for achieving this connection, as the moments that shape culture evolve rapidly, paralleling shifts in fan trends."

In February 2025, Dentsu will announce a new mid-term management plan, aiming for a return to a growth trajectory by its final year in 2027, with a focus on further enhancing integrated growth solutions within the sports and entertainment sectors. As a B2B2S (Business to Business to Society) enterprise, Dentsu is committed to contributing to sustainable societal growth alongside clients and business partners.

Key Organizations and Networks under Dentsu's Sports & Entertainment Venture:

1. Dentsu Inc. - Website
2. Dentsu Anime Solutions - Website
3. Dentsu Music & Entertainment - Website
4. SPORTS Edge - Website
5. Tokyo Ariake Arena - Website
6. Dentsu Sports International - Website
7. MKTG Sports + Entertainment - Website
8. Dentsu Entertainment - Website
9. Dentsu Gaming - Website