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Dentsu to market Team Indonesia’s rights ahead of home Asian Games

The Dentsu Sports Asia (DSA) agency has agreed a four-year partnership with the Indonesian Olympic Committee (KOI) to market the organisation’s commercial rights as the country prepares to host the Asian Games multi-sport event next year.

DSA will market and acquire sponsors for the KOI and Team Indonesia through to the 2020 summer Olympic and Paralympic Games in Tokyo, Japan. As well as the 2018 Asian Games in Jakarta and Palembang, the contract also takes in the 2017 and 2019 Southeast Asian Games, which are being hosted in Kuala Lumpur, Malaysia and the Philippines, respectively.

The KOI partnership follows an agreement with the Olympic Council of Malaysia last year, further strengthening DSA’s presence in the region ahead of Tokyo 2020. Dentsu has also been appointed to advise and assist the Tokyo 2020 Organising Committee on the formulation of marketing and commercial strategies, as well as providing support on sponsorship sales, servicing and programme licensing.

“As the Asian Games will be held in Jakarta and Palembang next year, it is an invaluable time for Indonesia to realise its huge potential and vibrant future for sports in the country,” Kunihito Morimura, president and chief executive of Dentsu Sports Asia, said.

“We hope that our sports marketing expertise can help conceptualise Team Indonesia throughout the 2018 Asian Games and 2019 SEA Games, fostering a positive momentum towards the Tokyo 2020 Olympic and Paralympic Games, and ultimately unlocking the value sponsorship brings to the local sports industry.”

Erick Thohir, chairman of the KOI, added: “This partnership marks a key milestone in sports development in Indonesia. We are pleased to partner with Dentsu Sports Asia, an international and reputable marketing agency. We are confident that DSA will help us to realise our country’s sports potential and opportunities.”

DSA added that it is looking to secure similar partnerships with other National Olympic Committees within the region ahead of Tokyo 2020.