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Dentsu expands Olympic Games rights portfolio in Asia

The Dentsu advertising agency has expanded its Olympic Games portfolio in Asia by acquiring rights to the 2014 winter Games and 2016 summer Olympics in several territories across the continent.

The latest deals, which also include the 2014 summer Youth Olympic Games in Nanjing, China, cover Afghanistan, Brunei, Cambodia, Chinese Taipei, East Timor, Hong Kong, Indonesia, Iran, Laos, Malaysia, Mongolia, Myanmar, Papua New Guinea, Philippines, Singapore, Thailand and Vietnam.

The rights cover all media platforms and all languages.

Last month, Dentsu secured rights for the next two editions of the Games in Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan and Uzbekistan.

Dentsu has acquired the rights from the International Olympic Committee, with the deals covering the 2014 winter Olympics in Sochi, Russia, and the 2016 summer Games in Rio de Janeiro, Brazil.

The IOC said that Dentsu, which would seek broadcast partners on all platforms in the territories, had an obligation to ensure that coverage of the Olympics reaches “the largest possible audience.”