Dentsu Sports International in MENA

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Dentsu, a leading global provider of marketing communications, is pleased to announce the opening of Dentsu Sports International (DSI) in the Middle East and North Africa (MENA) area. The launch of DSI in the MENA area represents a critical turning point in the company’s dedication to providing clients with services in this expanding market, with a strategic focus on improving sports marketing and analytics offerings. With additional offices in the United Arab Emirates, DSI MENA will have its headquarters located in Riyadh, Saudi Arabia.

DSI – Dentsu’s sports arm opens in MENA

DSI MENA will comprise of Dentsu Sports International Commercial, MKTG Sports + Entertainment, and Dentsu Sports Analytics as its core businesses. Dentsu will be able to offer end-to-end solutions for a variety of services, such as data-driven analytics, commercial development, strategic consulting, and rights delivery, thanks to this integrated approach. As part of this expansion, DSI is pleased to announce the appointment of Olaf Borutz as Vice President of Commercial Development, reporting to Echo Li, Global Chief Commercial Officer of Dentsu Sports International.

Image credit- Sports Business Journal

Olaf Borutz’s experience in the sports industry

Olaf, who comes to DSI with a wealth of sports industry experience, was the Head of Sports & Events at Al Tamimi & Company, a prestigious MENA commercial law firm. There, he advised clients on a broad range of commercial matters related to sports and events and represented government agencies, rights holders, agencies, and players competing in the Saudi Pro League and Qatar Stars League. Furthermore, during his time at TEAM Marketing in Switzerland, he negotiated significant international sponsorship, licensing, and brand agreements for UEFA club competitions, such as the UEFA Champions League, on behalf of UEFA. Olaf will be essential in accelerating expansion and leading projects to fortify Dentsu’s standing in the Middle East and North Africa.

Densu Sports International has launched a comprehensive study of fandom in the region, titled ‘Speed of Fans: Saudi Arabia Insights Report’. The report sheds light on fan behavior in the Kingdom using their exclusive Decoding 360 Platform, providing insightful information about their inclinations and patterns.

Here’s what they said

Charlie Wylie, Managing Director, EMEA, dentsu Sports International, said,

“dentsu Sports International will serve as a strategic sports and entertainment arm of dentsu in MENA, offering comprehensive solutions tailored to the needs of brands and rights holders. We look forward to forging lasting relationships and driving success in this dynamic and fast-evolving market. It’s great to have Olaf on board, ensuring we have an experienced and trusted industry specialist in MENA engaging with our current and future partners.”

Tarek Daouk, CEO, dentsu MENA, added,

“The appetite for sports marketing in the Kingdom is at an all-time high, with Saudi’s ambitions and investment in this space only expected to grow. It’s an exciting time for sports in the region and we are thrilled to launch dentsu’s bespoke sports and entertainment offering – combining our global experience and heritage in sports marketing with local market data and expertise – to connect brands to fans like never before.”

Author Profile

Netra: Netra is a Dual Masters graduate in International Business and Marketing. She is a content-writing enthusiast and a social media addict. In her downtime, you will find her headbanging to Pop songs from around the world. She is also a sports fanatic and especially loves F1, Volleyball, and Cricket. Her hobbies are baking and watching Anime.