Dentsu seeks to boost reach of 2013 SEA Games

The overseas subsidiary of the Japanese agency, Dentsu Sports Asia, has been appointed by the government of the Myanmar as its sponsorship management consultant for the Games to be held in Naypyidaw, Yangon and Mandalay from December 11–22.

The agreement comes after Dentsu in February established a branch office of Dentsu Asia, the Dentsu subsidiary that oversees operations in the ASEAN and Oceania region, in Myanmar. In its role as sponsorship management consultant, Dentsu Sports Asia will work with the Dentsu Asia branch in Myanmar and other Dentsu Group companies under the Dentsu Asia umbrella to offer integrated advertising communications proposals related to the 27th SEA Games to existing global, regional and local clients as well as to attract new clients.

Dentsu said in a statement: “Together they will contribute to business expansion as well as build corporate and product brand strength for clients in Myanmar and other countries in the ASEAN region. As well as providing multi-faceted support geared toward the success of the 27th SEA Games, the Dentsu Group will utilise its strengths of knowledge and experience in the sports marketing field to accelerate business development in Myanmar.”

Held biennially, the Southeast Asian Games was last staged in Indonesia in 2011. The 2013 event will be the third time that Myanmar will host the SEA Games. The last time was 44 years ago, in 1969.