Publicis Groupe and Japanese agency giant Dentsu are planning to roll out a global sports marketing group – the first fruits of an alliance forged earlier in 2002 when Dentsu took a 15% stake in the enlarged group formed by Publicis’ acquisition of Bcom3.

To be launched in January, the new firm will be titled International Sports and Entertainment, abbreviated with fashionably scant regard for case consistency to iSe.

Each holding company will take a 45% stake in iSe, with an initial investment of around €10 million ($10.3m; £6.4m). The other 10% will go to New York sports marketing and consulting firm Sports Mondial.

The new venture will develop a rights library using Dentsu’s existing sports content assets, and will offer sports marketing and consulting services.

Headquartered in Switzerland, iSe will be managed by ceo George Taylor (president of Sports Mondial), chairman Haruyuki Takahashi (executive officer at Dentsu) and Bertrand Siguier (executive vp at Publicis Worldwide).

Data sourced from: BrandRepublic (UK); additional content by WARC staff