DUBAI: International advertising group Dentsu has announced the launch of its dedicated sports practice, dentsu Sports International, in the Middle East and North Africa region.

The new practice, which focuses on sports marketing and analytics services, will be headquartered in Riyadh, Saudi Arabia, with additional offices in the UAE.

To provide end-to-end service to clients, the group brings together three dentsu businesses: dentsu Sports International Commercial, MKTG Sports + Entertainment and dentsu Sports Analytics.

Charlie Wylie, managing director for Europe, Middle East and Africa at dentsu Sports International, said: “dentsu Sports International will serve as a strategic sports and entertainment arm of dentsu in MENA, offering comprehensive solutions tailored to the needs of brands and rights holders.”

The company has appointed Olaf Borutz as vice president of commercial development, reporting to dentsu Sports International’s global chief commercial officer, Echo Li.

Borutz’s previous role as head of sports and events at law firm Al Tamimi & Company saw him advise clients on sports and events-related commercial matters, including government bodies, rights holders, agencies and players of the Saudi Pro League and Qatar Stars League. 

“The appetite for sports marketing in the Kingdom is at an all-time high, with Saudi’s ambitions and investment in this space only expected to grow,” said Tarek Daouk, CEO, dentsu MENA.

A significant 62 percent of Saudi sports fans say that sport plays a bigger role in their lives than  before, according to a new study conducted by dentsu Sports International.

The study also found that fans spend more time and money than their international counterparts on live events in the Kingdom, with Saudi fans attending an average of six events in person a year, more than the UK average of two events per year.

Saudi Arabia’s significant youth population is passionate about sports, with 68 percent of 18–24-year-old Saudis saying they find attending sports events more rewarding than other entertainment events.

The study also revealed that these younger consumers are the most likely to purchase premium tickets, spending 31 percent more a ticket than older fans.

Daouk said: “It’s an exciting time for sports in the region and we are thrilled to launch dentsu’s bespoke sports and entertainment offering.”