The joint venture company is co-owned by Dentsu, the Japan-based advertising company, and Infront, the international sports marketing company, and is headquartered in Singapore.
It will carry out the marketing activities as FIFA’s exclusive sales representative for the Asian region.
The rights included cover television, radio, broadband internet and mobile broadcasting in the key Asian territories.
The Japanese TV rights for the FIFA World Cup in 2010 and 2014, which were previously awarded to Dentsu in March 2005, do not form part of the new JV company.
FIFA president Sepp Blatter said: “This appointment gives FIFA the best of all worlds – it maintains the continuity of its relationship with Infront, the company which has exclusively handled global broadcast rights sales so successfully for the 2002 and 2006 FIFA World Cups, and secures the support of Dentsu’s influence and experience in the Asian region."
“Both parties are strong in Asia and understand the FIFA property very well based on our successful histories of working together with FIFA,” said Oscar Frei, president and CEO of Infront.
Said Haruyuki Takahashi, managing director of Dentsu’s international headquarters, said: “As FIFA’s exclusive sales representative, Dentsu, together with Infront Sports & Media, will enhance its role as a communications company by contributing to the expansion of the world of soccer.”
