DSM & Dentsu Sports Europe Sign Italian Legends for NTT DoCoMo and J-League Showcase
Digital Sports Mgmt and Dentsu Sports Europe recruited Andrea Pirlo and Alessandro del Piero to take part in a futsal match on behalf of Japanese telecommunications giant NTT DoCoMo.
Japan’s J-League football division, of which NTT DoCoMo is an official partner, celebrates it’s 25th anniversary this year. The legendary duo, who earned more than 200 senior Italy caps between them, also took part in a panel discussion.
NTT DoCoMo brought the match to life through the Future Experiment initiative, placing 20 cameras around the futsal pitch and streaming live footage to a Japanese audience using state-of-the-art 5G technology to enhance the viewing and analysis experience.
The match was also streamed to a viewing hall of up to 200 NTT DoCoMo clients and VIP guests alongside statistics and data displayed in a unique format.
DSM brokered the terms of the agreement and signed Del Piero and Pirlo for the campaign, as well as escorting them to Japan for the event.
Masafumi Oshita, CEO of Dentsu Sports Europe, said: “Securing the participation of Andrea Pirlo and Alessandro del Piero, both distinguished and highly decorated legends of the game, allowed our client to celebrate their enduring partnership with JLeague in great style and demonstrate their commitment to revolutionising the entertainment experience through 5G technology”.
Rob Wadsworth, director and co-founder at DSM, said: “NTT DoCoMo were keen to deliver a high-profile project that reflected the scale of its support for the J-League and their long-lasting partnership.
“We worked closely with Dentsu Sports Europe, the players and their representatives to negotiate an agreement that would allow us to add their global stardom to the occasion and give Japanese audiences a glimpse of their enduring talents.”
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