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Entourage Sport & Entertainment has announced a new agreement with Dentsu that will see the UK-based agency handle commercial rights for the Japanese conglomerate’s global inventory of events.
The Copa America, South America’s quadrennial national team soccer tournament, will be Entourage’s initial focus, before moving on to the rest of Dentsu’s broad portfolio.
Entourage will see to secure long-term commercial opportunities for Dentsu’s events, with the brief also including management of brand activations.
“We are honoured to be working with the Dentsu team across various rights and look forward to building a successful collaboration,” said Mark Cowan, chief executive of Entourage Sport and Entertainment.
“Properties like Copa America are a natural fit for us, having several years of expertise in the local market and with international tournaments. Aligning Entourage with Dentsu is a big statement of intent for what we are planning to achieve across the global sporting landscape and we look forward to working with the team.”
Entourage has previously secured briefs with rights holders in soccer such as Fifa, Uefa, Serie A giants Inter Milan and Portuguese powerhouse Benfica. On the brand side, the agency has worked on projects with the likes of Heineken, Emirates, Konami, FTX and Visa.