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Dentsu launches new sports unit in India led by ex-cricketer

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By Sam Bradley, Senior Reporter

June 14, 2021 | 3 min read

A former cricketer has been picked to lead Dentsu’s new Indian sports marketing division. The expansion of Dentsu’s specialist sports agencies into India comes as global ad spend returns.

cricket ball in grass

Dentsu’s new Indian sports division is set to be captained by former cricketer Anand Yalvigi

What has Dentsu launched?

  • Dentsu has launched Sports Marketing Unit, a specialist Indian sports division.

  • The operation will be a cross-agency effort combining 200 personnel from Dentsu operations across the globe, and it will function as a unit of Dentsu Sports Asia, itself based in Singapore.

  • The launch will also be supported by Dentsu Sports International, which is headquartered in Tokyo.

Who’s on the team?

  • The unit will be led by Anand Yalvigi, a former cricket player for Ranji, Mumbai and Karnataka. Yalvigi will report to Haresh Nayak, chief operating officer of Dentsu International, Media Brands.
  • Yalvigi said: “With the legacy that Dentsu has and with its vast network, I am sure we shall bring a paradigm shift in the way marketing solutions are provided to brands. Our expertise shall lie in providing a unique sports marketing solution for a brand that breaks the clutter. I am sure it will be an exciting second innings for me to work with such a large group like Dentsu.”

  • He added: “With the vast network of clients and our multifold services in-house at Dentsu, the plan is to create unique sports concepts for various brands. Our vast range of services shall include sports consultancy, in-stadia advertising, brand activations, talent management, leadership program, corporate sports events, sports education, CSR and team sponsorships.”

Why now?

  • The most valuable sporting property in India, cricket, has taken a beating in recent months, with the 2021 Indian Premier League suspended until September.

  • However, as ad spend returns, the IPL will likely prove a major draw for brands. GroupM ESP, the media agency’s Indian sports division, found that the IPL drew in 87% of Indian sport’s sponsorship cash in 2020.

  • Nayak said: “The launch of this Dentsu India/Dentsu Sports Asia unit will harness the power of sports via its commercial and creative capabilities to bring meaningful marketing solutions and experiences for brands.”

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