Dentsu boost for OCM
THE Olympic Council of Malaysia (OCM) expect to swell their coffers by targeting Japanese companies as sponsors after signing a four-year marketing deal with Dentsu Sports Asia (DSA) yesterday.
DSA, in its capacity as advisor to the 2020 Tokyo Olympics organising committee in formulating a Games marketing plan and commercial strategy, will help OCM unlock unrealised sponsorship potential both within and outside the country.
OCM deputy president Datuk Seri Norza Zakaria said the partnership with DSA will bring great benefits to OCM and Malaysian sports.
“Dentsu will help to market OCM and their brands to companies in Japan going into the 2020 Tokyo Olympics,” said Norza, who is also OCM sponsorship and marketing committee chairman.
“Previously, sponsors approached OCM individually but now we have a one-stop agency, Dentsu, which will work with OCM exclusively to market OCM to individuals and companies in Japan.
“This is important because OCM do not have the expertise to undertake such activities. It would have required a big investment in our own marketing arm to undertake this effort so now we can channel the funds to our sporting activities and to our affiliates.
“To approach the Japanese companies on our own would take time but we can leverage on the contacts that Dentsu has as a marketing agency of the 2020 Olympics and its experience of operating in this region.”
DSA president and chief executive Kunihito Morimura, who signed the agreement with OCM president Tunku Imran Tuanku Ja’afar in Kuala Lumpur yesterday, said Dentsu has extensive experience working in Southeast Asia.
“Since Dentsu Sports Asia was established in 2010, we have worked in many areas of sports including the
at Wisma OCM yesterday. 2013 Sea Games in Myanmar, which was a huge challenge but one where we delivered and become one of our best achievements,” said Morimura, whose company is also a co-exclusive sponsorship agency for the 2017 Sea Games in Kuala Lumpur.
“We are committed for the next four years to continue contributing to the growth of sports in Malaysia.”
Tunku Imran declined to put a value on the minimum sponsorship OCM expect DSA to bring in.
“We look forward to a fruitful four
(right) and years ahead of us but obviously, we wouldn’t be signing this agreement without looking at something more significant and a more professional approach to marketing,” said Tunku Imran.
“We have just signed this agreement but it’s just a question of what and who we can get. We can’t tell you the value unfortunately, but certainly as we go forward and cement the relationship with sponsors then we can give you that information.” By Devinder Singh