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Dentsu, Infront win Fifa broadcast marketing rights in Asia for next 2 soccer World Cups
MUMBAI: Japanese advertising giant Dentsu Inc and Swiss sports event marketing major Infront Sports & Media AG have won the Asia broadcasting rights for the 2010 and 2014 World Cups and for all soccer games to be organised by the sport’s world governing body Fifa between 2007 and 2014.
The rights cover television, radio, broadband Internet and mobile telephony.
Dentsu and Infront came together to form a joint venture to ward off a daring attempt by “upstart” entrant into the soccer telecast game Nimbus Sport, which put in a bid worth a reported $ 269 million for the same rights. Sister concern Nimbus Communications was recently in the news when it won the telecast rights to India cricket for four years running from 1 March, 2006 to 31 March, 2010 with a monster bid of $612.18 million.
A point of note is that Dentsu acquired the Japanese broadcasting rights for the same events in 2005. Following the new announcement made by president Tateo Mataki on Saturday, Dentsu’s control over Fifa events now effectively extends to most of Asia.
Dentsu did not say how much it paid for the rights, nor which countries the rights covered, but information available with Indiantelevision.com indicates that the consortium bid made by Dentsu and Infront, which was the incumbent, 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.
Commenting on the deal, Dentsu MD international headquarters Haruyuki Takahashi said, “This expanded role is the result of our long and rewarding partnership with Fifa. As Fifa’s sales representative, Dentsu, together with Infront Sports and Media, will enhance its role as a communications company by contributing to the expansion of the world of football.”
Infront Sports and Media president and CEO Oscar Frei said, “Both parties are strong in Asia and understand the Fifa property very well based on our successful histories of working together with Fifa. This decision also recognises Infront’s growing presence in the critically important market of Asia and we are grateful to Fifa for entrusting the Dentsu/Infront partnership with this important growth market for football.”
MUMBAI: BigTrunk Communications, an integrated digital marketing agency known for driving brand transformations across industries, has been awarded the digital marketing mandate for Soframycin, one of India’s most trusted antiseptic cream brands from the EncubeEthicals portfolio. With this collaboration, Soframycin makes its debut into the digital space, aiming to amplify its presence across India through compelling social media narratives and data-led campaigns. BigTrunk will lead the brand’s digital strategy and execution, with a focus on connecting Soframycin’s legacy of trust with today’s health-conscious and digitally engaged audience.
Soframycin has been a household name for generations, widely recognized for its efficacy in treating cuts, burns, and wounds. Backed by the scientific rigor and pharmaceutical expertise of EncubeEthicals, a pharmaceutical powerhouse since 1998, the brand benefits from the expertise of over 1,400 professionals, including more than 200 R&D specialists and a robust team of quality experts. With a presence in over 50 countries, Encube’s commitment to excellence in topical formulations adds deep credibility to Soframycin’s legacy. Now, as the brand enters the digital space, BigTrunk Communications will lead the charge in reimagining Soframycin’s story—creating modern, relatable digital experiences that stay true to its heritage.
“As we take Soframycin into its next chapter of growth, embracing digital media is not just a strategy but a necessity. We wanted a partner who could translate our scientific credibility into engaging, relatable content for today’s audience,” said Soframycin vice president – marketing, Ajay Rawal. “BigTrunk’s deep understanding of healthcare communications and digital behavior makes them the ideal partner to build meaningful narratives around wound care, trust, and wellbeing.”
“Soframycin is more than a product—it’s a legacy deeply rooted in care and science,” added BigTrunk Communications founder & managing director Bharat Subramaniam. “We’re excited to take on this responsibility of guiding a heritage brand into the digital world. Our focus will be on creating contextual storytelling and purpose-driven campaigns that bring Soframycin closer to Indian families, both old and new.”
