Dentsu has officially launched its Sports & Entertainment network in India, following a global rollout at Cannes in June 2025. The network aims to help brands connect with culture at scale, engaging fans, creators, and communities across metros, tier 2 towns, and global platforms. Yosuke Murai has been appointed Head of dentsu Sports & Entertainment in India to lead the initiative.
The practice will focus on bridging culture and commerce, leveraging India’s sports, entertainment, and creator ecosystem to create experiences that resonate with audiences and deliver measurable business results. Key areas of focus in India include Japanese anime, sports and esports, influencer marketing, and entertainment content.
Murai said, “India is one of the world’s most exciting frontiers for sports, entertainment, and culture. A middle class nearing a billion, rising disposable incomes, and a young population have created an unparalleled appetite for live experiences. Here, passion drives business impact. Whether esports, live entertainment, or the booming creator economy, brands have an opportunity to shape culture and unlock growth. Our mission is to harness dentsu’s global IP and expertise – including the deep content business knowledge and networks built over decades by dentsu Japan – alongside Bharat’s cultural depth, to create experiences that inspire the world.”
Yoshinobu Ise, Global Head of dentsu Sports & Entertainment, said, “The launch of dentsu Sports & Entertainment in India opens a new chapter for connecting people, ideas, and communities at scale. We will create experiences that inspire fans, elevate creators, and empower brands to engage meaningfully with audiences across sports, entertainment, and content, while offering business opportunities in the fast-growing market to our partners, such as IP rights owners. This initiative brings global expertise that Dentsu has developed over decades to India’s vibrant landscape, shaping moments that matter and driving lasting impact.”
Harsha Razdan, CEO, South Asia, dentsu, added, “Culture is the thread that stitches India together. From cricket that turns every gully into a stadium to festivals that light up our streets, these moments define us as Bharat. With dentsu Sports & Entertainment, we are stepping into these lived experiences, music, sport, cinema, and celebrations that define who we are. When brands find a place in these cultural moments, they don’t just win visibility; they win trust, relevance, and growth. For us, this isn’t business; it is personal.”
The launch comes amid growth in India’s streaming ecosystem, where cricket and premium content account for nearly 30 per cent of the OTT market. Major sporting and entertainment events like IPL 2025, the ICC Champions Trophy, and the Asia Cup have shown significant audience engagement, highlighting the potential for culture-driven content in the country.
Dentsu Sports & Entertainment has previously led campaigns such as Heineken at Coachella, achieving 44 million views and 37 million reach, and the UEFA Champions League in India, generating 43 million views and 23 million reach, showcasing its capability to combine culture and commerce in engaging ways.
