Jeffrey Ong to lead Dentsu Sports Asia in Malaysia


  • Advertising & Media
  • Saturday, 18 Aug 2018

Dentsu Sports Asia (DSA) vice-president for Malaysian operations Jeffrey Ong

DENTSU Aegis Network Malaysia has appointed Jeffrey Ong (pic) as vice-president of Dentsu Sports Asia (DSA) to head the agency’s sports marketing business in Malaysia.

Ong succeeds Stuart Ramalingam, who was recently named secretary-general of the Football Association of Malaysia (FAM).

“It’s a fantastic opportunity to be able to join one of the global leaders in sports marketing and head up their Malaysian business. The sports industry in Malaysia is going through an exciting time, and I see plenty of opportunities for DSA to help develop the industry, especially in assisting with the commercialisation and monetisation of sports in the country. This can be achieved by leveraging DSA’s expertise and experience in the marketing and sponsorship of various sports assets around the world,” Ong said in a statement.

Ong was most recently working with the PGA Tour as regional commercial director, managing sponsorship and hospitality sales for the CIMB Classic, the PGA Tour’s only FedExCup event in South-East Asia as well as exploring business and revenue opportunities for the PGA Tour in Asia.

Prior to that, he was with Total Sports Asia overseeing commercial partnerships for various sports projects including the KL Sports City and 2017 Kuala Lumpur SEA Games. Beyond business development roles, Ong’s diverse experience include seven years of hosting, producing and directing TV programmes, in addition to being a broadcast journalist and news anchor for Media Prima’s TV3.

On the appointment, Dentsu Sports Asia president and CEO Kunihito Morimura said: “DSA in Malaysia has demonstrated its prowess in sports marketing and has achieved remarkable successes, including having exceeded expectations in carrying out the agency’s mandate as the sponsorship agency for the 2017 Kuala Lumpur SEA Games.

“It is important that we remain committed in bridging brands to sports marketing through sponsorships of sporting events as well as commercial partnerships with athletes. To this end, we’re pleased to have Jeffrey, armed with qualities of a high-achieving sportsman and business acumen, to continue expanding DSA’s portfolio and further strengthen our foothold in Malaysia.”

DSA provides the full spectrum of services related to the sports business, including sponsorship procurement, management and activation, talent management, media rights distribution, TV production, client servicing, and event operations.

Weighing in on the agency’s growth alongside Dentsu Aegis in the country, Nicky Lim, CEO, Dentsu Aegis Network Malaysia said: “Sports marketing remains a key business proposition for Dentsu Aegis Network Malaysia as DSA continues to make headway here. The collaboration between DSA and Dentsu Aegis’ media, digital and creative agencies in the last two years has given many businesses the opportunity to experience the effectiveness of building brands through sports marketing.”

Based in Kuala Lumpur, Ong will be reporting to Morimura and Lim effective Sept 1.

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