Dentsu unit partners Sportswork for SeA Games 2017

DENTSU Sports Asia (DSA), a subsidiary of Dentsu Inc (Dentsu), will collaborate with Sportswork Group as the co-exclusive sponsorship agency for the forthcoming 29th South-East Asian Games (SEA Games). The Sea Games will be held from the Aug 19-31, 2017 in Kuala Lumpur.

As the overall project manager for the 29th SEA Games in Kuala Lumpur, Sportswork has formed an exclusive strategic partnership with DSA to unlock and maximise potential sponsorship partnerships. The appointment will see DSA exclusively manage all rights for Japanese, international and local companies for the the SEA Games, while working closely with Sportswork, who will focus their efforts on Malaysian government-linked companies. Similarly, the appointment follows DSA’s successful work in the same capacity of the 27th SEA Games that took place in Myanmar in 2013.

“The SEA Games holds enormous popularity in this region and the 2017 Kuala Lumpur SEA Games in Malaysia will be astronomical. We are all looking forward to this amazing spectacle that will captivate Malaysia and the entire region of South-East Asia,” says DSA vice-president Stuart Ramalingam in a statement yesterday.

Dentsu Aegis Network Malaysia chief executive officer Nicky Lim adds, “This is indeed a timely and exciting appointment for DSA as sports fever catches on with many worldclass sporting events in the pipeline, including the SEA Games which serves as a fantastic marketing and branding platform for companies that wish to engage consumers through sports.