Kenny Lim
Oct 27, 2009

Dentsu scoops football rights in Vietnam

HANOI - Dentsu and its local office in Vietnam have acquired the broadcast and digital rights to key football events from World Sport Group to showcase the football events in the country.

Dentsu scoops football rights in Vietnam
World Sport Group (WSG) is the exclusive marketing arm of the AFC.

Under the multi-year deal, Dentsu and its local subsidiary Dentsu Alpha will market and distribute coverage of the FIFA Club World Cup, key AFC events including the AFC Asian Cup 2011 and AFC Cup, as well as a magazine show Football Asia and J-League highlights programme in Vietnam.

The companies are also charged with appointing the official broadcaster for the upcoming ASEAN Football Federation (AFF) Championships, which was formerly known as the AFF Suzuki Cup, to be held in Vietnam next year.

Ian Mathie, SVP, football, for ASEAN and Australia at World Sport Group, said: “Both the AFF Championships and AFC Asian Cup have a proven track record for delivering huge TV ratings in the Vietnam market. With Dentsu and Dentsu Alpha as our new partners we believe we can grow the coverage of Asian football even further.”

Yuji Yamaguchi, executive officer at Dentsu Alpha, added: “Football in Asia is now attracting a great deal of attention all over the world. In Vietnam especially, the national passion for football is among the strongest in the region.”

Caltex had announced that it was sponsoring the AFF Suzuki Cup football tournament in September last year.

Related Articles

Just Published

14 hours ago

IPG becomes first company to integrate Adobe ...

The IPG Engine is set to be integrated across their full spectrum of operations, providing a suite of services that span the entire content lifecycle, including creation, curation, assembly, personalisation, and measurement.

14 hours ago

Where is China’s gaming industry headed next?

A draft legislation was published in December outlining plans to restrict in-game purchases in a bid to curb “obsessive” gaming behaviour in China. Then it disappeared. What happens next?

14 hours ago

The rise of indies amid Japan's advertising oligopoly

Amid the vast expanse of Japan's advertising landscape dominated by giants like Dentsu, Hakuhodo and ADK, independents are mushrooming. These David-like contenders may lack the colossal budgets of their Goliath counterparts, but they wield a different kind of power—one fueled by strategy, resilience, and agility.

1 day ago

Dentsu bags Popeyes India's creative mandate

Account won post a multi-agency pitch