The International Federation of Sport Climbing (IFSC) has agreed a multi-year partnership with the Dentsu agency and Japanese production and distribution company Synca Creations.
The deal grants Dentsu and Synca the rights to procure marketing deals on a global basis for the IFSC, and to negotiate media deals in the Asia Pacific region (excluding China), Latin America and the Caribbean, for events in the 2019-2023 climbing seasons.
Under the deal, Dentsu and Synca will also work with the IFSC to improve the live TV and online coverage of its events.
There are approximately 16 International Sport Climbing events every year. Additionally, the IFSC says it distributes a 26-minute monthly highlights package to over 140 countries on all five continents.
There is likely to be increased interest in Sport Climbing when it makes its debut at the Tokyo 2020 Olympics. The climbing programme at the event will feature three disciplines: speed climbing, bouldering and lead climbing.
Dentsu is also the marketing agency of the Tokyo Organising Committee of the Olympic & Paralympic Games and the International Association of Athletics Federations (IAAF) and has a track record in securing Japanese partners for major events.
Debra Gawrych, IFSC secretary general said: “Dentsu and Synca share our interest in social responsibility and making a positive difference in the world. We look forward to bringing in new brands who are passionate about Sport Climbing and believe in IFSC values, the Olympic dream and a better world.”