Dentsu Venture Gets FIFA Soccer Rights in Asia; Includes Broadband & Mobile

Japanese advertising firm Dentsu said its upcoming joint venture with Swiss sports event marketing firm Infront Sports & Media has obtained the rights to sell in Asia the broadcasting and other rights for all soccer games to be organized by soccer’s world governing body FIFA between 2007 and 2014.

The broadcasting rights cover a wide area of eastern and southern Asian countries from China to South Korea to India, and is for the 2010 and 2014 soccer World Cups and for all FIFA events between 2007 and 2014.

The rights include TV, radio and Internet/broadband and mobile. Dentsu already owns 2005 rights for Japan only.

Indiantelevision: Dentsu did not say how much it paid for the rights…but information available with indicates that the consortium bid made by Dentsu and Infront…is estimated to be worth between $300-310 million. The 29-country deal covers the whole of Asia east of Iran and excluding Japan. In terms of a value proposition, four countries that make up North Asia account for 55-60 per cent of the bid amount. This includes China, Korea, Taiwan and Hong Kong. South and South East Asia would take up the remaining 40-45 per cent of the bid value and include Indonesia, Malaysia, Thailand, India, Philippines and Singapore as major territories.

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