THE AVERAGE rugby fan in Britain and Ireland has probably heard of CVC, given its involvement in the sport recently, but it’s less likely they’ll have paid attention to a very different company: Dentsu. Yet Dentsu’s influence on rugby in the next decade may well be just as significant as the better-known private equity firm.
Dentsu is a big player in the global media, marketing and sports world. With headquarters in Tokyo, operations in nearly 150 countries and more than 60,000 employees, it is a company with serious clout, resources and reach. Its involvement extends into many sports around the world, including event management, player agency, digital and sponsorship.
Dentsu was instrumental in RWC 2019 being a commercial success, since it bought and successfully monetised many of the commercial rights.…