Dentsu X becomes digital agency partner of fantasy sports' MyTeam11
Dentsu X, the London-based media agency of the Japanese advertising giant, has been appointed digital agency on record for Indian fantasy sports platform MyTeam11 to build out its consumer base this year.
The appointment means Dentsu X will be in charge of ensuring MyTeam11’s offerings connect with the right audience for events such as cricket's Indian Premier League.
MyTeam11, which has a subscriber base of over 10 million, offers games in six sports, including cricket, kabaddi, volleyball, basketball, field hockey and soccer.
Sanjit Sihag, MyTeam11 co-founder, said: “Fantasy sports market is already big and has a tremendous future. With an extremely busy season ahead keeping in mind a few important international sporting events around the global it was important for us to get a strong team on board to further our consumer experience.
“The appointment of Dentsu X is part of extending the reach of consumer and stakeholder engagement process. They have worked with us on projects in the past and we are glad to bring them on board for a long term association, given their understanding of our expectations and way of working.”
Divya Karani, Dentsu X chief executive, added: “We are delighted to partner with such an immersive brand. MyTeam11’s vision is in absolute sync with our ethos of stitching together experiences beyond exposures. Dentsu X thrives on engineering encounters in which brands and consumers become part of each other’s lives.”