Dentsu Sports & Entertainment Launches in India

Above: Yosuke Murai

Following the global rollout of dentsu Sports & Entertainment at Cannes in June 2025, dentsu has officially launched its Sports & Entertainment network in India – a bold move reflecting the network’s conviction in the power of Sports & Entertainment to connect brands with culture at scale. Yosuke Murai has been appointed head of dentsu Sports & Entertainment in India to lead this initiative.

​Dentsu Sports & Entertainment in India will bridge culture and commerce, helping brands engage authentically with fans, creators, and communities across metros, tier-two towns, and global stages. The practice harnesses India’s cultural depth and energy to create experiences that inspire audiences, elevate creators, and deliver measurable business impact.

Murai brings nearly two decades of experience at the intersection of media, advertising, and corporate strategy, with Sports & Entertainment at the core of his work. He has led award-winning campaigns at dentsu Inc. Across every role, Murai has consistently delivered solutions that fuse culture, content, and commerce. In India, he will leverage dentsu’s global expertise alongside Bharat’s vibrant cultural landscape to craft experiences that resonate with audiences, elevate creators, and deliver meaningful business results.

Dentsu Sports & Entertainment is uniquely positioned to engage younger, digitally native audiences such as gen z and gen alpha who are often out of reach for traditional advertising. In India, the practice will focus on four key areas: Japanese anime, sports & esports, influencer marketing, and entertainment content. It will create original properties that build fan loyalty while delivering measurable business impact.

Yoshinobu Ise, global head of dentsu Sports & 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.”

India is at the forefront of a cultural surge where sport, entertainment, and fandom are driving engagement at an unprecedented scale. The country’s streaming ecosystem is consolidating rapidly, with cricket and premium content commanding nearly 30% of the overall OTT market, creating unparalleled reach for brands. Major sporting and entertainment properties such as IPL 2025, the ICC Champions Trophy, and the Asia Cup have already demonstrated massive audience engagement, showing the immense potential of culture-driven content in India. Globally, trends like anime and sports docuseries are driving audience passion, with 48% of APAC consumers watching anime weekly and 71% preferring sports docuseries over other genres, highlighting the kinds of experiences audiences increasingly value.

Dentsu Sports & Entertainment is driving the creative pulse of India through campaigns that captivate and connect. With Heineken 0.0, fans from India experienced Coachella through creator-led storytelling, achieving 44 million views and 37 million reach. For the UEFA Champions League, dentsu amplified football fandom across India, generating 43 million views and 23 million reach.

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.”