Dentsu Sports Asia (DSA), the Singapore-based sports marketing subsidiary of Dentsu, will be working on the television production and global distribution contract for the Standard Chartered Marathon Singapore (SCMS) for the period of 2014 to 2016.
DSA has been tasked by the Dentsu Sports Division based in Tokyo, to spearhead the sports production business for the group as a whole. This mandate underscores the company’s move to expand its sports business through broadcast production capabilities. According to a press statement by DSA, this is the first time an agency has been awarded the production and distribution rights for a period of three years. The appointment came after a pitching process.
In August 2014, Dentsu added further Asian focused television content to its rights holders of the region for the Youth Olympic Games in Nanjing, China. DSA also produced the international television production of the Toyota Mekong Club Championship Football tournament in Vietnam. In December, the SCMS project and the 2014 FIFA Club World Cup in Morocco, will be the agency’s third and fourth major TV production projects.
“DSA and Dentsu have gradually enhanced our expertise in the broadcast production space over the last two years in order to better service our federation partners and our advertising brands. With this latest project, we are expanding this business area to handle external projects,” said Josh Burack, senior vice president, head of television, media and sponsorship at Dentsu Sports Asia.
“DSA is delighted to be working with event organisers, Spectrum Worldwide, to take on this large scale project which is an iconic Singapore sports event. In addition to production and distribution, we are also collaborating with our partners Spectrum Worldwide to help secure sponsorship while introducing creative elements initiated by DSA into the TV coverage,” said Kunihito Morimura, president and chief executive officer of Dentsu Sports Asia.
DSA has secured live coverage of the race on FOX Sports (pan Asia), Eurosport Asia (pan Asia-Pacific), SuperSport (South Africa), FOX Sports (Australia) and SKY Sports (New Zealand), plus is distributing a 52 minute Highlights Programme to Sky Sports in the UK. The European Broadcast Union (EBU) will also distribute news highlights of the race to its members in 55 territories across Europe and the Middle East.