Dentsu Inc. Launches "Sports Map" Strategic Framework to Enhance the Value of Sports for Sports Organizations, Companies, and Consumers

Dentsu Inc. has developed "The Sports Map ver1.0," a strategic framework designed to support the business growth of sports organizations and companies utilizing sports for marketing, and to create a cycle of value for consumers, such as the creation of compelling experiences.

This framework aims to enable diverse stakeholders involved in the sports business to discuss strategies and tactics with a shared understanding and perspective, facilitating informed decision-making. It systematically organizes the path to the goal of business growth—including defining sports marketing objectives, designing Key Goal Indicators (KGIs)/Key Performance Indicators (KPIs), determining activation direction, and visualizing necessary assets—functioning as a "map" to reach that goal.

Developed for sports federations (left) to advance sports development and for business partners (right) to leverage marketing

●Supporting Corporate Sports Marketing Strategy Design
For companies already utilizing sports marketing, "Sports Map" diagnoses the alignment between current initiatives and goals, guiding them toward more effective utilization. For companies newly considering sponsorship, it supports optimal strategy design by visualizing marketing challenges and building hypotheses.

● Contributing to the business growth of sports organizations
For sports organizations like federations, leagues, and clubs, it systematically organizes the creation and utilization of assets and information essential for business growth. By designing the necessary steps to reach goals, it also contributes to enhancing the value of the sports content itself.

By utilizing this framework, we aim to contribute to the business growth of both sports organizations and companies while enhancing the value of sports. This creates a mechanism that circulates benefits: supporting athletes by fostering sustainable environments and creating compelling experiences for consumers through sports.

For details about "The Sports Map" or inquiries regarding implementation: sports-solution@dentsu.co.jp