The end of an empire? Wet to the neck by the corruption scandal of the Tokyo 2020 Games, the Japanese marketing giant Dentsu has just moved back several squares on the Olympic chessboard. He lost the marketing of the rights to the Games for part of the Asian continent. In a press release published Thursday June 15, the IOC announced that it had awarded Infront the Olympic Games market for a period of six years, between Milan-Cortina 2026 and Brisbane 2032. The agreement covers 22 countries in Southeast Asia and in Central America. It also concerns the Youth Games during the same period. The press release did not mention Dentsu, which held exclusive rights for Asia from the 2014 Sochi Games until next year's Paris Games. With this " victoire ", Infront further strengthens its position in the sports movement. The marketing agency, based in Switzerland but bought in 2015 by the Chinese company Wanda, already holds the rights to broadcast the Olympic Games in sub-Saharan Africa. A long-standing partner of FIFA, it is also very present in winter sports.
