For over 120 years, Dentsu has been a champion of meaningful progress – helping brands predict and plan for disruptive future opportunities. And since the 1964 Tokyo Olympics, we’ve pioneered the commercialization of premium sports properties worldwide.


In 2021, Dentsu Sports International (DSI) was launched with the sole purpose of connecting brands and properties to fans of sports. Today, we’re a gateway for our clients, linking the world of sports and its fans from East to West. 

Speed Of Fans

The world is changing

People think of fandom as a destination, but fandom is a journey. Unending. That journey has become tougher to navigate.  


And so is fandom

The way fans engage with teams, leagues, personalities and sponsors is more diversified, digitized and demanding than ever.


Consumers, creators and everything in between

Fans are now used to engaging with sports and entertainment on their own terms, at their own pace.


We help our clients...

Understand fan subcultures, create partnerships that build affinity and make ideas that disrupt.