The World Baseball Softball Confederation (WBSC) today announced the extension of its partnership with Dentsu Inc., securing a long-term agreement through 2036.

Under the renewed agreement, Dentsu will continue to serve as the WBSC’s Strategic Growth Partner for the commercialisation of media and marketing rights across the WBSC’s premier international events, including the WBSC Premier12, Baseball World Cups and Softball World Cups.

This extension reinforces a successful collaboration between the WBSC and Dentsu, building on a strong track record of increasing the global visibility, commercial value and fan engagement of baseball and softball worldwide.

A key measure of this progress has been the continued growth of the WBSC’s global commercial platform. In collaboration with Dentsu, the WBSC has built a global sponsorship programme comprising six top-tier Global Sponsors and five Official Suppliers, all under multi-year agreements, establishing a stable and sustainable commercial foundation for its activities.

This commercial momentum was on clear display at the WBSC Premier12 2024 presented by RAXUS, one of the most successful editions in the event’s history. The tournament attracted a total of 36 commercial partners, including those participating in the global sponsorship programme, demonstrating the ever-growing strength of international baseball.

Through close cooperation with Dentsu, the event also secured broadcast and streaming partners across approximately 20 countries and territories, generating a cumulative global audience of around 400 million viewers. Including digital and social media platforms, total reach exceeded 1.3 billion, positioning the Premier12 among the most successful global single-sport competitions.

The renewed partnership reflects both organisations’ shared ambition to capitalise on the increasing global appeal of baseball and softball, particularly in light of their continued relevance within the Olympic Movement and expanding international competitions.

“This agreement marks a significant milestone for WBSC as we continue to expand the global footprint of our sport,” said WBSC President Riccardo Fraccari. “Dentsu has been an instrumental partner in driving innovation and delivering commercial success, and we look forward to further accelerating the growth of baseball and softball together through 2036.”

“As the WBSC’s Strategic Growth Partner, we are honoured to contribute to the growth of baseball and softball around the world through our long-term partnership extending through 2036,” said Chisato Matsumoto, President and CEO of Dentsu Inc. “By bringing together Dentsu’s global network and the expertise cultivated in sports business, we will work alongside the WBSC to further enhance the social value of these sports and ignite excitement around the world.”