Dentsu Sports Asia

What Dentsu Sports Asia does

Dentsu Sports International (DSI) is a global sports marketing agency launched in 2021 as a wholly-owned subsidiary of Dentsu Group, one of the world's largest marketing communications companies with over 120 years of heritage and sports commercialization experience dating to the 1964 Tokyo Olympics. DSI operates as the group's dedicated sports arm with its Asia-Pacific headquarters in Singapore and a network spanning 17 cities across 8 countries (United States, Canada, United Kingdom, United Arab Emirates, Saudi Arabia, China, Japan, Singapore, Australia, and New Zealand). The agency serves two primary customer segments: global brands seeking meaningful connections with sports fans through sponsorships, endorsements, and experiential activations, and sports rights holders (federations, leagues, teams, events) seeking to monetize their commercial assets.

DSI delivers end-to-end solutions across six service modules: Consulting (brand strategy, sponsorship investment planning); Commercial (sponsorship sales and brokerage, athlete endorsements, rights negotiation); Content & Communications (content strategy, creative ideation, social amplification); Insights & Analytics (fan data, asset valuation, sponsorship impact tracking and ROI modeling, powered by the proprietary Decoding 360 Platform); Hospitality & Events (guest management, end-to-end event delivery); and Talent Management (contract negotiation, brand endorsements, rugby-focused services via Halo Sport). The agency's technology backbone centers on the Decoding 360 Platform, used for fan behavior research and market insights, notably producing the Speed of Fans: Saudi Arabia Insights Report to support MENA market entry.

DSI generates revenue through a combination of transaction fees on sponsorship deals and rights brokerage, professional services fees for consulting and creative activation work, and data monetization through analytics and ROI modeling services. Pricing is custom and quote-based with no standardized tiers disclosed, reflecting the project-based nature of sports marketing engagements. The go-to-market motion is enterprise field sales targeting global brands and rights holders directly, supplemented by event-driven business development around tentpole sports properties such as the Super Bowl, Lollapalooza, and major league sponsorships. Notable enterprise clients include DoorDash, P&G, Cadbury, Jaguar Land Rover, Subway Canada, Accolade Wines, Ally Financial, and Lenovo. The company operates through integrated sub-brands including MKTG Sports + Entertainment, Halo Sport (rugby), Dentsu Sports (rights representation), and Dentsu Sports Analytics.

Name

Dentsu Sports Asia

Legal name

Dentsu Sports International, Inc.

Website

https://dentsusports.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Dentsu Sports International is a global sports marketing agency connecting brands and sports rights holders to fans across 17 cities in 8 countries, offering consulting, sponsorship brokerage, creative activation, analytics, and event management as a Dentsu Group subsidiary.

Ownership category

akta.pro rank

Product category

Sports Marketing & Sponsorship Services

NAICS

Spectator Sports (7112)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

akta.pro secondary industry

Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development) (MPAKAKAO)

Keywords

• Sports marketing agency
• Sponsorship brokerage
• Athlete endorsement management
• Fan analytics insights
• Experiential event activation

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices17 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Sponsorship Sales & Brokerage: Facilitating sponsorship deals between brands and sports properties, leagues, teams, and events. Includes negotiation and contract management for rights holder partnerships.
2. Consulting Services: Brand strategy, sponsorship investment strategy, and planning services for brands and rights holders seeking sports marketing guidance.
3. Creative Activation & Events: End-to-end event delivery, experiential marketing campaigns, and creative campaign development for brand sponsorships and sports property activations.
4. Athlete Endorsement Management: Contract placement and negotiation for athlete brand endorsements, talent roster management, and ambassador programs.
5. Insights & Analytics: Fan data and market research, asset and IP valuation, sponsorship impact tracking and ROI modeling services.
6. Talent Management: Management of athlete contracts, brand endorsements, and rugby-related sponsorship and event services.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Dentsu Sports International (DSI) is a global sports marketing agency that connects brands with sports properties, rights holders, athletes, and fans. It delivers end-to-end services across six divisions — Consulting, Commercial (sponsorship sales & brokerage), Content & Communications, Insights & Analytics, Hospitality & Events, and Talent Management — operated through sub-brands MKTG Sports + Entertainment, Halo Sport, Dentsu Sports, and Dentsu Sports Analytics.

Product overview

Dentsu Sports International (DSI) is a sports marketing agency operating as a network of distinct divisions and specialized sub-brands. The core offering consists of MKTG Sports + Entertainment (consulting and creative activation), Dentsu Sports (sports rights representation), and Dentsu Sports Analytics (data and insights), complemented by Halo Sport (rugby-focused services). These are supported by six service modules: Consulting, Commercial, Content & Communications, Insights & Analytics, Hospitality & Events, and Talent Management.

Differentiator

Problem solved

Functional benefit

Brands

• MKTG Sports + Entertainment: Global integrated sports and entertainment agency
• Halo Sport
• Dentsu Sports
• Dentsu Sports Analytics

Products and services

• MKTG Sports + Entertainment Global integrated sports and entertainment agency sub-brand providing consulting and creative activation services for brands and rights holders; part of the DSI network.
• Halo Sport Full-service sports marketing agency sub-brand with a strong focus on rugby, handling sponsorship, events, and activation within the sport; part of the DSI network.
• Dentsu Sports (Rights Holder Representation) Sports rights holder representation division representing federations, leagues, events, teams, and venues for commercial partnerships and IP monetization.
• Dentsu Sports Analytics Data and insights service providing fan data, market research, asset and IP valuation, and sponsorship impact tracking and ROI modeling; powers DSI's Decoding 360 Platform.
• Sponsorship Sales & Brokerage Commercial service facilitating sponsorship deals between brands and sports properties, leagues, teams, and events, including negotiation and contract management for rights holder partnerships.
• Sports Marketing Consulting Consulting service covering Brand Strategy, Sponsorship Investment Strategy, and Sponsorship Planning, Execution & Management for brands and rights holders.
• Creative Activation & Events End-to-end event delivery, experiential marketing campaigns, content strategy, creative ideation and development, and social and influencer amplification for brand sponsorships and sports property activations.
• Athlete & Talent Management Athlete endorsement management including contract placement and negotiation, brand endorsements, talent roster management, ambassador programs, and rugby-specific sponsorship, events, and activation via the Halo Sport sub-brand.

Quantifiable outcome

• 1.5 billion impressions and sales rocketed for J Harden x J Shed Wines campaign
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• IntelcoreStrategic or Co-development Partner · 1 March 2025Intel partnered with Lenovo and dentsu Sports & Entertainment India for the Creators' House Party activation at Lollapalooza India 2025. The collaboration brought AI-powered creativity experiences to festival attendees using Lenovo Yoga's AI-enabled devices, demonstrating technology integration in cultural/entertainment spaces.
• LenovocoreGTM or Marketing Partner · 1 March 2025Lenovo partnered with Intel and dentsu Sports & Entertainment India for the Creators' House Party activation at Lollapalooza India 2025. DSI helped transform the festival into an AI-powered creative space where attendees could co-create using Lenovo Yoga's AI-enabled devices, achieving 10M+ reach and 8,000+ footfalls.
• AnomalyminorImplementation/ SI/ Consulting PartnerCreative agency partner in the Ally Racing/Hendrick Motorsports partnership, developing engaging high-profile activations alongside MKTG (part of DSI network).
• MediacomminorImplementation/ SI/ Consulting PartnerMedia agency partner for Ally Advertising and Media AOR alongside Anomaly and MKTG in the Ally Racing/Hendrick Motorsports NASCAR sponsorship program.
• MKTG Sports + EntertainmentcoreOthersPart of the DSI global network - a global integrated sports and entertainment agency providing consulting and creative activation services. Operates alongside Dentsu Sports Analytics for data and insights.
• Dentsu Sports AnalyticscoreOthersPart of the DSI global network - a leading global sports insights firm providing data and insights services to power DSI's turnkey solutions for brands and rights holders.
• Halo SportcoreOthersPart of the DSI global network - a full-service agency with strong focus on rugby, providing specialized sports marketing capabilities.
• GoPuffminorStrategic or Co-development PartnerStrategic distribution partner for J Harden x J Shed Wines campaign, enabling social-first delivery of the co-created wine label targeting Gen-Z and millennial audiences.
• VivinominorStrategic or Co-development PartnerStrategic partnership for J Harden x J Shed Wines launch, providing wine discovery platform access to reach target Gen-Z and millennial wine consumers through social-first distribution.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Infront Sports & Media: Sports marketing company specializing in media rights distribution, sponsorship sales, and event management for federations, leagues, and brands — directly comparable rights-holder representation model to Dentsu Sports division.
• CAA Sports: Sports division of Creative Artists Agency providing athlete representation, brand consulting, and property consulting — directly competes for premium athlete endorsement and brand partnership mandates.
• Sportfive: Global sports marketing agency focused on rights-holder commercialization, sponsorship, and digital fan engagement — directly comparable rights-holder representation and sponsorship brokerage model.
• Wasserman: Global sports marketing, talent management, and consulting agency with deep athlete representation and brand consulting practices — directly comparable offering to DSI's Talent Management and Consulting divisions.
• CSM Sport & Entertainment: Global sports and entertainment agency offering sponsorship strategy, athlete management, and creative activation — directly comparable end-to-end service suite to DSI's six service modules.
• IMG (Endeavor): Largest global sports and entertainment agency providing licensing, sponsorship sales, talent management, and event production — directly competes for the same enterprise brand and rights-holder relationships.
• Octagon: Global sports marketing agency offering sponsorship consulting, athlete management, and experiential activation for brands and rights holders across all major sports — directly comparable end-to-end service portfolio and target client base.

Emerging players

• Two Circles: Sports data and analytics agency providing fan data, sponsorship valuation, and audience insights — closely overlaps with Dentsu Sports Analytics and the Decoding 360 platform capability.

Broad incumbents

• Nielsen Sports: Established sports measurement, sponsorship valuation, and fan insights business within the broader Nielsen portfolio — broader incumbent competing specifically against DSI's analytics and ROI modeling offerings.

Others

• MKTG (Dentsu legacy): Sibling network agency within the Dentsu Group providing experiential marketing and lifestyle sponsorships — internal peer and capability partner rather than competitor, bundled within DSI's offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/dentsu-sports-international
• Xx.com/Dentsusportasia

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dentsu Sports Asia