The new company, Football Media Services (FMS) is created by Infront and Dentsu. It will handle all FIFA events between 2007 and 2014.
Its formation followed FIFA awarding the Asian rights earlier this year.
FMS has its headquarters in Singapore and will handle the marketing of all television, radio, broadband internet and mobile broadcasting rights to the FIFA events in key Asian territories.
The company is staffed by a team drawn from both Dentsu and Infront, headed by Michael Francombe, formerly an executive director with Infront in Switzerland.
FMS says a ‘substantial new contract’ for a ‘major Asian territory’ will be announced shortly.
Philippe Blatter, president and CEO of Infront, said: “We are exited about our partnership with Dentsu. Our joint know-how provides a strong foundation to meet the expectations for successful distribution of the Asian broadcast rights. The results of FMS’s early initial negotiations in some of the major territories in Asia are already leading to very promising results.”
