Deltatre to make debut at Asian Games, and as major event sponsor
By Simon Ward
Deltatre, the international sports media services provider, will deliver the official website and mobile applications, and, in a first for the company, act as an official sponsor of the 2018 Asian Games being hosted by Indonesia.
It emerged today that Deltatre, which has supplied services to organising committees and media outlets for major events including the Olympic Games and Fifa World Cup, has, following a worldwide search, been appointed by the Indonesia Asian Games Organising Committee (INASGOC) to develop the key online platforms for the event.
It is the first time that Deltatre, which is headquartered in Turin in Italy, has been involved with the Asian Games, the world’s largest multi-sports event outside the Olympics, and reflects the company’s desire to engage with new markets since its acquisition by Bruin Sports Capital, the USA-based private equity firm, two years ago.
Deltatre already has two offices in the Far East, located in Singapore and Tokyo.
In a further departure, Deltatre will be a ‘supporting sponsor’ of this year’s Asian Games, which take place in Jakarta and Palembang from 18 August to 2 September, representing the company’s first-ever sponsorship of an international sports competition.
The supporting sponsors fill the fourth tier of the INASGOC commercial structure, below the ‘official prestige partners’, ‘official partners’ and ‘official sponsors’, and it is understood that Deltatre’s deal goes beyond a value-in-kind collaboration, with resources committed to the organisation of the games.
The deal will enable the company to increase its brand awareness outside the media sector to increasingly tech-savvy sports fans, and pave the way for additional sponsorship tie-ups.
INASGOC, with the support of the Olympic Council of Asia, is looking to connect with the massive digital audience in Asia, and plans to work with Deltatre to “jointly develop a best-in-class responsive website and mobile apps” powered by Forge, the company’s content management system built to meet the demands of organising committees and broadcasters.
This year’s Asian Games are set to involve more than 10,000 athletes from 45 territories competing in 67 disciplines across 40 sports, including traditional Asian ones such as sepak takraw, pencak silat, wushu and kabaddi.
Erick Thohir, the president of INASGOC, said today: “We are delighted to welcome our new partners at Deltatre. They will play a critical role in our mission to deliver the best traditions and experiences of the Games to sports fans throughout Asia.
"They are the industry’s foremost experts with decades of experience creating best-in-class digital platforms and servies to support live, multi-sport competitions that connect with multi-national audiences. Together, we will showcase the athletes and the Games in their finest light to reach more fans than ever.”
Stefano Rigat, president, EMEA, for Deltatre, added: “It is an absolute honour to work with the Indonesian Asian Games Organising Committee on this prestigious assignment and to have our name alongside the Games, the OCA and fellow sponsors which is a first for the company as part of our new marketing initiative.
“With Asia leading digital growth rates, providing a proven digital platform has arguably never been more important, and we are delighted to share our solution and years of multisport experience to offer the billions of fans across the continent best-in-class digital resources to follow this important and thrilling event live. We can’t wait for the opening ceremony.”
Deltatre has more than 30 years of experience providing media and technology solutions for events, federations, broadcasting partners and brands.
Clients have included Uefa and Fifa, English soccer’s Premier League and tennis’ ATP, plus broadcasters such as the BBC and BT Sport in the UK and international network Fox.
This has entailed working on events including the Fifa World Cup, Uefa European Championships, Uefa Champions League, Olympics and the Cricket World Cup.
Recent ventures have included delivering TV and digital services to Discovery for Eurosport’s pan-European coverage of this year’s winter Olympics in PyeongChang, and the creation of Sportec Solutions, a joint venture with German soccer’s DFL, to oversee match data for the Bundesliga and 2. Bundesliga.