Dentsu to lead VNL Japan commercial growth

The partnership focuses on expanding sponsorship opportunities, delivering partner activations and developing integrated marketing initiatives

Volleyball World has appointed Dentsu Inc. as its Commercial Growth Partner for the Volleyball Nations League (VNL) Japan Round, with the agency taking responsibility for managing the tournament's commercial rights in Japan from 2027 to 2032.

The partnership focuses on expanding sponsorship opportunities, delivering partner activations and developing integrated marketing initiatives designed to increase the commercial value of the VNL Japan Round while improving the fan experience.

Japan remains a key market for volleyball

Japan is one of volleyball's strongest markets, consistently attracting some of the sport's largest television audiences. Attendance at the VNL Japan Round increased by 38 percent between 2023 and 2025, while every home VNL match featuring Japan's men's or women's national team has sold out since 2022.

Interest in the sport has been supported by the performances of the national teams, the growth of Japan's domestic league and the success of Japanese players competing both domestically and internationally. The VNL's annual return to Japan has further reinforced the country's importance within the international volleyball calendar.

Partnership targets commercial expansion

Volleyball World and Dentsu said the agreement reflects the commercial opportunities available in the Japanese market. The collaboration combines Volleyball World's international rights portfolio with Dentsu's sports marketing expertise and domestic and international business network.

As Commercial Growth Partner, Dentsu will lead sponsorship development, support partner activations and deliver integrated marketing campaigns across media and digital platforms. The companies also plan to create additional opportunities for brands to connect with fans through the tournament while enhancing the event experience both inside venues and across digital channels.

Focus on fan engagement

The organisations said the partnership is intended to strengthen the commercial position of the VNL in Japan while supporting the continued growth of volleyball through fan engagement and brand partnerships.

Ugo Valensi, CEO, Volleyball World: "Japan continues to set the benchmark for volleyball fandom, with outstanding support for both the national teams and the VNL. We're delighted to welcome Dentsu as our Commercial Growth Partner for the VNL Japan Round. Their expertise, market knowledge and strong relationships across the Japanese business community will help unlock new commercial opportunities and elevate the fan experience of volleyball in Japan."

Chisato Matsumoto, Representative Director, President and CEO, Dentsu Inc.: "As a growth partner of Volleyball World and the FIVB, I am deeply honored to contribute to the development of the Nations League and volleyball as a sport. Leveraging the sports business expertise and domestic and international networks we have cultivated over the years, we will create new experiential value that connects fans, businesses, and society, and help foster a 'passion for volleyball.'"

www.volleyballworld.com

www.dentsu.com

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