Malaysia's Olympic Council inks partnership with Dentsu Sports Asia

Olympic Council of Malaysia (OCM) has tied up for four-years with Dentsu Sports Asia (DSA), a subsidiary of Dentsu Inc (Dentsu). The agency will exclusively market and acquire sponsors for Malaysia’s National Olympic Committee.

The partnership is expected to further strengthen DSA's presence in the region, building up to the Tokyo 2020 Olympic and Paralympic Games where Dentsu is appointed to advise and assist the Tokyo 2020 Organising Committee on the formulation of the Games marketing plan and commercial strategies. This also includes to provide support on sponsorship sales, servicing and the licensing programme, said DSA in a statement to A+M.

DSA was also recently appointed as co-exclusive sponsorship agency for the 2017 Southeast Asian Games (SEA Games) in Kuala Lumpur, where DSA resides within Dentsu Aegis Network Malaysia’s group of agencies.

Several executives who were present at the signing ceremony include Datuk Seri Mohamad Norza Zakaria, deputy president of OCM (pictured left), Tunku Tan Sri Imran ibni Almarhum Tuanku Ja’afar, president of OCM (second from left); Kunihito Morimura, president & CEO of DSA (second from right) as well as, Stuart Ramalingam, vice president of DSA and head of DSA’s Malaysian office (right), who will be steering the sponsorship marketing duties.

Tuanku Ja’afar, president of OCM, said while exploring new avenues to enhance its marketing strategy, it is confident that this partnership will "take OCM to greater heights as a dynamic body at the forefront of Malaysian sports and in the right direction towards securing better sponsorships with the Tokyo 2020 Olympic and Paralympic Games in mind."

Morimura added that the Olympic Games is the true pinnacle of sport: "Locally and globally, there is no bigger platform with which to elevate the profile of sport.”

“DSA’s strategic collaboration with DAN in Malaysia places us in a unique position where sports marketing converges with all other communication services across the group. This will enable DSA to leverage the strength of our network’s pool of clients and brands in facilitating their sponsorship marketing duties, ” Nicky Lim, CEO of Dentsu Aegis Network Malaysia said.

Besides Dentsu’s work for Tokyo 2020, Dentsu is also responsible for the distribution of broadcast rights for the Olympic Games in 22 territories across Asia and Central Asia from 2014 to 2024.