Dentsu to drive sponsorships for 27th SEA Games

SINGAPORE – Dentsu Network Asia announced a major breakthrough for its sports marketing business with Myanmar confirming the official appointment of Dentsu Sports Asia as sponsorship management consultant for the 27th SEA Games to be held in Myanmar later this year.

The agreement was signed between the Ministry of Finance and Revenue of The Republic of the Union of Myanmar and Dentsu Sports Asia.

The biennial multi-sport SEA Games will be staged in Myanmar on Dec. 11-22. Host nation Myanmar and 10 countries from Southeast Asia (Brunei, Cambodia, Indonesia, Laos, Malaysia, Philippines, Singapore, Thailand, Timor Leste and Vietnam) will participate in the Olympic-style extravaganza featuring over 30 sports. The last time Myanmar hosted the SEA Games was in 1969.

“The SEA Games is one of Southeast Asia’s biggest sports events and Dentsu Sports Asia is proud to be partnering with the organizing committee in making the games a commercial success,” said Kunihito Morimura, president and chief executive officer of Dentsu Sports Asia.

“The eyes of the world are on Myanmar and at Dentsu, we’re excited about bringing the SEA Games to the rest of the world. As the first international event of this magnitude to be held in Myanmar in recent times, the SEA Games present a range of opportunities for businesses looking to enter the hearts and minds of the people of Myanmar,” said Dick van Motman, chairman and chief executive officer, Dentsu Network Asia.

Under the terms of the appointment, Dentsu Sports Asia will assist the 27th Southeast Asian Games (SEA Games) organizing committee and Myanmar in its effort to procure and select sponsors. Dentsu Sports Asia will partner with JK Consulting & Management, an affiliate of the JK Group.

With Dentsu based in Singapore and Japan, with a regional network of over 20 offices across Asia, and JK Consulting & Management based in Thailand and Myanmar, both companies will combine their experience in their respective markets to approach potential sponsors and negotiate sponsorship packages for the 27th SEA Games.

Added van Motman: “This partnership solidifies Dentsu’s position as a truly integrated agency network, with a comprehensive business across multiple disciplines. We look forward to utilizing our capability and experience with global sporting events including the FIFA World Cup, the Olympic Games, and the Asian Games to provide a unique service offering to our clients.”