Dentsu Sports Asia (DSA), a subsidiary of Asian public relations firm Dentsu, has agreed a four-year partnership with the Olympic Council of Malaysia (OCM).
Under the terms of the deal, DSA will exclusively market OCM commercial assets and acquire sponsors in the build-up to the Tokyo 2020 Summer Olympic and Paralympic Games.
The OCM partnership follows the Japanese company’s appointment to advise and assist the Tokyo 2020 organising committee on the Games’ marketing plan and commercial strategies. The financial terms of the OCM agreement were not released.
“We have utmost respect for OCM’s contribution to our nation’s sports achievement and development,” said Stuart Ramalingam, head of DSA’s Malaysian office. “It is a great honour to be able to collaborate with them now to further assist them in escalating the profile of our athletes and the various sports in the country in the lead-up to the next Olympic Games in four years.
“We look forward to bridging OCM with commercial partners and ultimately unlocking the value that sponsorships bring to the local sports industry.”