Dentsu has acquired the Olympic media rights to the 2018, 2020, 2022 and 2024 Olympic Games for 22 Asian countries, the Tokyo-based ad-marketing holding company confirmed this week. The rights acquired cover all media platforms including TV, radio and the Internet.
The countries include Taiwan, Hong Kong, Singapore, Afghanistan, Indonesia, Iran, Thailand and others. Earlier, the company acquired similar rights for the same countries to the upcoming Summer Games in Rio de Janeiro.
Typically after acquiring rights, Dentsu resells them to local broadcasters with packages that also include advertising sponsors.
In addition to the Olympics, Dentsu has made other recent forays into the sports arena. In May it agreed to acquire a one-third stake in Laguna Hills, CA-based sports agency Athletes First for $16.5 million.
It also controls both MKTG and Team Epic (via Dentsu Aegis Network), which specialize in sports sponsorships and event marketing for clients including Nike, IBM and FedEx.
Earlier this year, Dentsu was selected as the agency of record for the Tokyo Summer Olympics (2020) and Paralympic Games.
The 2018 Winter Games are set for PyeongChang, Republic of Korea. Sites for the 2022 Winter Games and 2024 Summer Olympics are yet to be determined. Earlier this week the city of Boston withdrew its bid for the 2024 games after organizers determined that a majority of residents were not willing to support the effort.