 As one of the pioneers in the field of sports marketing in The Japanese have had an enduring love of tennis since it was first introduced in the 19th century. The country’s passion for tennis elevated even more when the fairy tale marriage of the current Japanese empress, a non-royal family member, to the emperor was announced; their first meeting took place at a tennis court.
Dentsu Inc. has been the broadcasting rights holder of US Open Tennis in Japan since 2002. Despite the decreasing number of Japanese star players at international tournaments, the popularity of tennis itself remains strong thanks to the heavy promotion of key matches. Working as Dentsu’s US representative, DCI is responsible for all television production-related coordination between United States Tennis Association (USTA) and the sub-licensees, Japanese television stations. |
REAL RESULTS
DCI’s responsibilities begin with the initial rights negotiation with ClearChannel, the media giant who serves as USTA’s international broadcasting rights agent, sales of the rights in Japan, and on-site television production, including all advanced preparation and set-up. While Japan eagerly waits for its own new star player, the sport’s popularity is in no danger diminishing anytime soon thanks to DCI’s expertise in television production coordination at sporting events. |
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