Sponsorship at Dentsu Sports Asia

January 20, 2015

Sponsorship at Dentsu Sports Asia

The Master in Sports Management from Johan Cruyff Institute led Iván 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 division at the company, a worldwide renowned firm in the advertising and public relations sector which has over 40,000 employees across the globe.

Many know him for his long sports career as an ice hockey player for FC Barcelona, others for being on the Spanish national team in all categories, or perhaps for his role as coach of Barça’s base teams. What’s true is that Ivan Codina covered all stages as a professional within his specialty and could not imagine “doing something that wasn’t related to sport once I retired from top competition”, he said.

Dentsu’s offices in Singapore cover the volume of business regarding Sports Management for Southeast Asia, Australia & New Zealand, Middle East & North Africa offering services that include: event organization, sports marketing, sponsorship, talent management and brand activation. All projects relating to football pass through Iván Codina’s hands.


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, where Q-Net became the ‘Official Direct Selling Partner’ of the English club.


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’s  image rights in their advertising campaigns for the ‘Toyota Vigo – Champ’.


Toyota Motors Asia Pacific (TMAP), were very interested in seeing how they could improve their market share in the Mekong area within Southeast Asia. At DSA we suggested the creation of a tournament which involved the champions of each of the Mekong leagues, Thailand, Vietnam, Laos, Cambodia, and Myanmar. The result was the creation of the “Toyota Mekong Club Championship’, a tournament that will be played each year.

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