Dentsu has officially launched its Sports & Entertainment division in India, marking the network’s first dedicated market since announcing its global expansion at Cannes in June 2025. Yosuke Murai has been appointed Head of dentsu Sports & Entertainment in India to lead the practice and strengthen the network’s foothold in the region.
The Indian arm of dentsu Sports and Entertainment has aimed to bridge culture and commerce by helping brands engage authentically with fans, creators, and communities across both metros and smaller towns. The practice has focused on leveraging India’s diverse cultural energy to create experiences that resonate with audiences, elevate creators, and drive business outcomes.
Under Murai’s leadership, the practice has planned to concentrate on four key areas, Japanese anime, sports and esports, influencer marketing, and entertainment content, to reach younger, digitally native audiences such as Gen Z and Gen Alpha. Murai, who has spent nearly two decades in media, advertising, and corporate strategy with a focus on Sports & Entertainment, has previously led several award-winning campaigns at dentsu Inc. He has brought with him the global expertise of dentsu and a vision to connect Bharat’s cultural landscape with the world.
The launch has come at a time when India’s sports and entertainment ecosystem has been expanding rapidly. With cricket and premium content commanding nearly 30% of the OTT market, major properties like IPL 2025, ICC Champions Trophy, and Asia Cup have showcased the growing power of culture-driven engagement. Globally, genres such as anime and sports docuseries have continued to dominate viewership trends across APAC, underscoring the potential dentsu aims to tap into.
Previously, dentsu Sports & Entertainment has executed successful campaigns for Heineken 0.0 and UEFA Champions League in India, which have achieved significant reach and engagement through creator-led storytelling and fan-centric initiatives.
Yoshinobu Ise, Global Head of dentsu Sports and 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.”
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.”
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.”
