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World Rugby claims ‘innovative’ Dentsu partnership for Japan’s 2019 World Cup

World Rugby has sealed what it claims is an innovative partnership with the Dentsu agency to aid the marketing of Japan’s staging of the 2019 Rugby World Cup.

As a partner of the Japan Rugby Football Union and Japan Rugby 2019 organising committee, World Rugby said Dentsu has acquired a substantial package of official sponsor and supplier rights for the next edition of its showpiece national team tournament.

The agreement was made in conjunction with IMG, World Rugby’s commercial sales agent for the 2019 World Cup. It will aid IMG and World Rugby in completing worldwide top-tier commercial partner agreements, broadcast, licencing and hospitality rights, while enabling Dentsu to attract sponsor and supplier-level partners within the Japanese market.

World Rugby head of commercial, broadcast and marketing Murray Barnett said: “This deal reflects the strong commercial interest within Japan and across Asia. Dentsu’s unparalleled knowledge of the Japanese market will enable Rugby World Cup 2019 reach and harness interest from top Japanese multinationals while maximising promotion of the tournament across the host nation.”

Japan will stage the first Rugby World Cup in Asia across 12 cities from September 20 to November 2, 2019.