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Dentsu to Begin Exercising its Exclusive Marketing Rights for Asian Games Doha 2006

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Dentsu Sports.com
03/03/2004

Dentsu Inc. (President: Tateo Mataki; Head Office: Tokyo; Capital: 58,967.1 million yen),
announced today that based on an agreement with the Olympic Council of Asia (OCA; see Note
1) to act as the exclusive worldwide marketing agent for the 15th Asian Games in Doha, Qatar
(see Note 2), the Company will begin global marketing activities for the sponsorship,
broadcasting and licensing rights of the event.

 
Dentsu served as the sole marketing agent for the 14th Asian Games in Busan (Pusan),
Korea (September – October, 2003), where extensive TV coverage recorded cumulative
broadcast time over 3,000 hours over 47 countries and cumulative TV audience over 5.1 billion,
and the work it carried out for that event was highly recognized by OCA as “the best marketing
activity ever executed.”

 
Dentsu will conduct marketing activities for the 15th Asian Games with Promoseven
Holdings (Head Office: Bahrain; see Note 3). Athletics Management & Services (AMS; Head
Office: Switzerland; see Note 4) will act as Dentsu’s consulting partner and will interact with the
OCA, while International Sports and Entertainment AG (iSe; Head Office: Switzerland; see
Note 5) will support Dentsu in the execution of global marketing activities.

 
Note 1: The Olympic Council of Asia (OCA): The OCA is the governing body of the Asian
Games and encompasses all 45 National Olympic Committees of Asia. The President of
the OCA is His Royal Highness Sheikh Ahmad Al-Fahad Al-Sabah, and its headquarters
is located in Kuwait.

 
Note 2: Asian Games Doha 2006: The Asian Games is the largest combined sports event in Asia
and takes place every four years. The 15th Games will be held in Doha, Qatar, during 1
to 15 December 2006, and over 10,000 athletes and officials representing 45 Asian countries/regions are expected to participate. The games will be delivered and organized
by the Doha Asian Games Organizing Committee (DAGOC).

 
Note 3: Promoseven Holdings: Promoseven, a full service advertising agency operating in the
Middle East, is appointed by Dentsu as its marketing partner for Asian Games Doha
2006.

 
Note 4: Athletics Management & Services GmbH: AMS is a sports marketing consultant
appointed by Dentsu for the marketing activities, event management and administration
management related to Asian Games Doha 2006.

 
Note 5: International Sports and Entertainment AG (iSe): iSe is a sports marketing company
jointly formed by Dentsu, Publicis Groupe S.A. and Sports Mondial, and is
headquartered in Switzerland.

 
Contact: Takafumi Hotta
Senior Manager
Corporate Communications Division
Telephone: (813) 6216-8042
E-mail: t.hotta@dentsu.co.jp

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