Japanese advertising and media group Dentsu has signed a five-year deal to become the official marketing partner of the J. League from 2014.
The deal will see Dentsu, the largest advertising agency in the world, sell marketing and sponsorship rights on an exclusive basis for J. League matches and tournaments.
The agency has a similar long-term arrangement with the Japanese Football Association.
The J. League, Japan’s top domestic soccer league, was founded in 1992. Its 18 teams also participate in the league’s three sanctioned cup competitions, the Emperor’s Cup, the Yamazaki Nabisco Cup, and the Japanese Super Cup.
Sanfrecce Hiroshima are the reigning J. League champions.
The league currently has a portfolio of seven top tier partners and nine secondary sponsors. Calbee, Canon, Konami, Aidem, Coca-Cola, McDonald’s, and Japan Credit Bureau make up the top tier.