TSA is based in Malaysia and also operates a representative office in Tokyo. Managing director and CEO Marcus Luer believes that the new China operation is a reflection of the evolution of sports marketing in the country. "With the surge in interest in sports marketing in China, and as one of the leading regional sports marketing consultancies, we feel we need to have a presence in a big and important market."
Recent multi-million dollar sponsorship deals by the likes of mainland basketball star Yao Ming with McDonald's, together with the impending arrival of the 2008 Beijing Olympic Games, have alerted Chinese corporates to the benefits of sports marketing, and Luer believes that the timing is ideal for TSA's entry into the market.
"We felt up to this point in time that the market wasn't really ready for it," said Luer. "We're starting off in Shanghai but the Beijing Olympics is a big piece of the puzzle," said Luer.
The office will be headed by director of integrated sports marketing, David Howard, who is joined by regional TV sales manager, Beatrice Lee.
Sports agency to cash in with Shanghai office
Total Sports Asia (TSA) will open its first China office in Shanghai in mid-June, in an attempt to cash in on mainland companies' burgeoning interest in sports marketing opportunities.