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Dentsu Sports and Entertainment's Strategic Move into India

Dentsu Group, headquartered in Tokyo, has initiated its expansion into the Indian market through the Dentsu Sports and Entertainment vertical. This effort aligns with their global strategy aimed for implementation by June 2025, focusing on leveraging sports and entertainment to forge strong connections between brands and cultural nuances in India. As the nation undergoes rapid cultural and economic transformation, the engagement of fans in sports and entertainment is unprecedented, especially with phenomena like IPL 2025 and the ICC Champions Trophy. These events contribute significantly to the booming OTT (Over The Top) market, accounting for nearly 30% of its digital content consumption.

The increase in purchasing power among India's Gen Z population, now numbering approximately 377 million, plays a crucial role in this development. Forecasts suggest their spending could reach around 280 trillion yen (approximately $1.8 trillion) by 2035, underlining the exceptional business opportunities emerging in India's vibrant landscape.

Dentsu Sports and Entertainment India is designed to cater to the distinct consumer trends of Gen Z and the varied market characteristics present in different Indian regions. The initiative aims to create fervor among fans and provide diverse opportunities for creators. Moreover, it will facilitate effective marketing strategies that yield measurable results, benefiting both local clients and those considering business expansion into India.

Recognizing India's unique cultural fabric, characterized by a multitude of languages, religions, and values, Dentsu will focus on establishing close-knit relationships between creators and brands. The initiative will specifically emphasize four key areas: Japanese anime, sports, e-sports, and influencer marketing. Additionally, Dentsu aims to support the creation of original content and intellectual properties to elevate fan loyalty and deliver quantifiable business outcomes.

Yoshinobu Ise, Dentsu Group’s Deputy Global Chief Strategy Officer and Global Head of Sports and Entertainment, remarked, “The rollout of Dentsu Sports and Entertainment allows us to boldly and substantially connect consumers, ideas, and communities in India. We seek to generate enthusiasm among fans, enhance opportunities for creators, and craft unique experiences at the intersections of brands and consumers. Furthermore, we are committed to presenting varied business opportunities in this swiftly growing market to our partner companies.”

Dentsu's mid-term management plan earmarks sports and entertainment as a critical area for growth. Moving forward, the focus will be on global expansion and growth in this sector, positioning Dentsu to enhance and differentiate its integrated growth solutions across the entire group. Their B2B2S (Business to Business to Society) strategy emphasizes collaboration with clients and partners to contribute to the sustainable growth of society.

In conclusion, Dentsu's strategic foray into India is a significant milestone, not only connecting various stakeholders in the vast ecosystem of sports and entertainment but also boosting broader economic interactions, thereby nurturing a thriving marketplace.

For inquiries related to Dentsu Group’s business development in this area, please contact the Global Business Development Office at Dentsu Sports and Entertainment via email at [email protected].