Dentsu to manage sponsorships for SEA Games in Myanmar
Myanmar has appointed Dentsu Sports Asia to be the sponsorship management consultant for the 27th Southeast Asian Games to be held in Nay Pyi Daw, Yangon and Mandalay from December 11-22.
The agreement was signed yesterday by the Finance and Revenue Ministry of Myanmar and Dentsu Sports Asia, a subsidiary of Dentsu Inc.
In February, Dentsu established a branch office of Dentsu Asia, the subsidiary that oversees operations in the Asean and Oceania region, in Myanmar.
In its role as sponsorship management consultant, Dentsu Sports Asia will work with the Dentsu Asia branch in Myanmar and other affiliates under the Dentsu Asia umbrella to offer integrated advertising communications proposals related to the SEA Games to existing global, regional and local clients as well as to attract new clients.
Brand building
Together they will contribute to business expansion as well as build corporate and product brand strength for clients in Myanmar and other countries in the Asean region.
Besides providing multifaceted support geared towards the success of the SEA Games, Dentsu Group says it will utilise its strengths of knowledge and experience in the sports-marketing field to accelerate business development in Myanmar.
The SEA Games, which can be regarded as the Southeast Asian version of the Olympic Games, feature more than 30 sporting events. This will be the third time for Myanmar to host the SEA Games. The last was 44 years ago in 1969.
Besides host country Myanmar, 10 other Southeast Asian countries will take part – Brunei, Cambodia, East Timor, Indonesia, Laos, Malaysia, the Philippines, Singapore, Thailand and Vietnam.
Dentsu Sports Asia was established in 2010 in Singapore to develop sports marketing – including broadcast rights, sponsorships, event management, public relations and athlete endorsements – and content-related business in Asia, the Middle East, Turkey, Africa and Oceania.
