The World Baseball Softball Confederation (WBSC) has extended its strategic commercial partnership with Japanese marketing and communications giant Dentsu through 2036, reaffirming a long-standing alliance that will continue to shape the global commercial growth of baseball and softball over the next decade.
The renewed agreement covers the 2028–2036 commercial cycle and will see Dentsu retain its role as the WBSC’s exclusive commercial agency, managing the international federation’s global media rights, sponsorship sales and marketing partnerships. The long-term extension provides the WBSC with commercial continuity as it looks to capitalise on the rising international profile of baseball and softball, particularly with the sports returning to the Olympic Games at Los Angeles 2028.
As part of the agreement, Dentsu will continue leading the commercialisation of the WBSC’s premier events, including the WBSC Premier12, Baseball and Softball World Cups, Women’s Baseball World Cup, youth world championships, Baseball5 competitions and Olympic qualification tournaments. The collaboration aims to expand the federation’s global media reach, unlock new sponsorship opportunities and strengthen fan engagement across established and emerging markets.
WBSC President Riccardo Fraccari said, “This agreement marks a significant milestone for WBSC as we continue to expand the global footprint of our sport. 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.”
Chisato Matsumoto, President and CEO of Dentsu Inc, added, “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. 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.”
The renewal reflects the confidence both organisations have built through years of collaboration, during which Dentsu has helped expand the commercial footprint of WBSC events by securing international broadcast distribution and attracting global brand partners. With a long-term commercial framework now in place, the WBSC is well positioned to accelerate its international growth strategy, enhance the value of its competitions and deliver greater opportunities for broadcasters, sponsors and fans through the 2036 season.
