Dentsu is no stranger to FIFA - as a major shareholder in doomed Swiss marketing partner ISL, it has a long history on involvement in marketing the tournament in its Asian stronghold.
Despite ISL's collapse, it remains strongly involved in the 2002 tournament to be staged in Korea and Japan.
The sales representative agency agreement not only covers exclusive rights to sell official partnerships/sponsorships rights in Japan on behalf of FIFA Marketing, but also allows Dentsu to sell such rights in East Asian and Southeast Asian countries as well as in Oceania, subject to approval by FIFA.
Said a FIFA spokesman: "In addition, Dentsu will collaborate with FIFA Marketing AG as much as possible in other territories, by means of collective marketing efforts.
"Since the 1986 FIFA World Cup in Mexico, Dentsu as the marketing agency in Japan has developed a close relationship with the event by actively supporting the Federation through the sales of sponsorship and in other areas."
