{"id":42477,"date":"2015-01-20T10:50:09","date_gmt":"2015-01-20T09:50:09","guid":{"rendered":"https:\/\/cruyffalumni.org\/johancruyffinstitute-2026\/sponsorship-at-dentsu-sports-asia\/"},"modified":"2026-04-15T17:36:32","modified_gmt":"2026-04-15T15:36:32","slug":"sponsorship-at-dentsu-sports-asia","status":"publish","type":"post","link":"https:\/\/johancruyffinstitute.cruyffalumni.org\/en\/the-magazine\/sport-marketing\/sponsorship-at-dentsu-sports-asia\/","title":{"rendered":"Sponsorship at Dentsu Sports Asia"},"content":{"rendered":"

The Master in Sports Management<\/strong><\/a> from Johan Cruyff Institute<\/b> led Iv\u00e1n Codina to achieve his work objectives in Sponsorship at Dentsu Sports Asia. He embarked on a one way trip to Singapore and is now Director of the football <\/a>division<\/b> at\u00a0the company<\/a>, a worldwide renowned firm in the advertising and public relations sector which has over 40,000 employees across the globe.<\/p>\n

Many know him for his long sports career as an ice hockey player for FC Barcelona<\/b>, others for being on the Spanish national team in all categories, or perhaps for his role as coach of Bar\u00e7a\u2019s base teams. What\u2019s true is that\u00a0Ivan Codina<\/a>\u00a0covered all stages as a professional within his specialty and could not imagine \u201cdoing something that wasn\u2019t related to sport once I retired from top competition<\/i>\u201d, he said.<\/p>\n

Dentsu\u2019s offices in Singapore cover the volume of business regarding Sports Management<\/b><\/a> for Southeast Asia, Australia & New Zealand, Middle East & North Africa offering services that include: event organization<\/b><\/a>, sports marketing<\/a>, sponsorship<\/a>, talent management and brand activation<\/b>. All projects relating to football pass through Iv\u00e1n Codina\u2019s hands.<\/p>\n

TEAM SPONSORSHIP<\/strong><\/p>\n

Q-net ended its contract with Formula One and wanted to associate its brand with a football team that could cover some of its main markets, and at the same time could be associated with its desire for victory and success. Dentsu Sports Asia closed a global sponsorship with Manchester City FC for three years,\u00a0where Q-Net became the \u2018Official Direct Selling Partner\u2019 of the English club<\/a>.<\/p>\n

PERSONAL SPONSORSHIP<\/strong><\/p>\n

Toyota Motors Thailand contacted us to find an ambassador for the launch of a campaign for its star car in the Thai market. The start of the campaign coincided with the World Cup and because Thailand is a football-loving country, we decided to suggest one of the potential stars for the World Cup. DSA closed a regional sponsorship with Neymar Jr for one year, by which Toyota Motors Thailand could use Neymar Jr\u2019s \u00a0image rights in their advertising campaigns for the \u2018Toyota Vigo \u2013 Champ\u2019.<\/p>\n