Mumbai: Following the global rollout of dentsu Sports & Entertainment at Cannes in June 2025, dentsu has officially launched its Sports & Entertainment network in India, marking a significant step in the network’s global expansion. The move underscores dentsu’s belief in the power of sports and entertainment to connect brands with culture at scale. Yosuke Murai has been appointed Head of dentsu Sports & Entertainment India to lead the practice.
The India launch represents dentsu’s first dedicated market practice since the global expansion was announced, signaling the country’s growing importance in the cultural and commercial landscape. Dentsu Sports & Entertainment India will bridge culture and commerce, helping brands engage authentically with fans, creators, and communities across metros, tier-2 towns, and international platforms. The practice aims to harness India’s cultural energy to create experiences that inspire audiences, elevate creators, and deliver measurable business impact.
Murai, who brings nearly two decades of experience at the intersection of media, advertising, and corporate strategy, has been instrumental in leading award-winning campaigns at dentsu Inc. Known for fusing culture, content, and commerce, he will now leverage dentsu’s global expertise along with India’s dynamic cultural landscape to craft meaningful and impact-driven brand experiences.
Dentsu Sports & Entertainment India will focus on four key areas: Japanese anime, sports & esports, influencer marketing, and entertainment content. The division will develop original IPs and brand experiences that build fan loyalty, elevate creators, and drive tangible business outcomes — with a particular focus on digitally native audiences such as Gen Z and Gen Alpha.
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.”
India is witnessing a cultural surge driven by sport, entertainment, and fandom. The country’s streaming ecosystem continues to expand rapidly, with cricket and premium content commanding nearly 30% of the overall OTT market, presenting immense opportunities for brands. Major properties like IPL 2025, the ICC Champions Trophy, and the Asia Cup have demonstrated record-breaking audience engagement, while global trends like anime and sports docuseries continue to fuel audience passion — with 48% of APAC consumers watching anime weekly and 71% preferring sports docuseries over other genres.
Dentsu Sports & Entertainment has already begun shaping this creative pulse through campaigns that captivate and connect. With Heineken 0.0, fans from India experienced Coachella through creator-led storytelling, garnering 44 million views and 37 million reach. For the UEFA Champions League, dentsu amplified football fandom across India, achieving 43 million views and 23 million reach.
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.”
Expressing his vision for the India practice, Yosuke 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 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.”
