Global marketing giant Dentsu has scored the rights to ticketing and other commercial properties for the next three editions of the Copa America, South America’s national team tournament.

The eight-year deal with Conmebol, South American football’s governing body, covers the tournaments in 2020, 2024 and 2028. It includes the acquisition of all global commercial rights, including sponsorship, broadcasting, licensing, gaming, ticketing and hospitality.

José Astigarraga, general secretary of Conmebol, said: “Copa América is the great celebration of South American football.

“From Conmebol we are working so that the talent of our football generates an increasing reach worldwide. This way, with the innovate format of the next edition we will get the football show closer to more fans of the continent.”

The deal is an extension after the Japanese group worked on the 2019 Copa America tournament in Brazil after replacing MP & Silva.

Despite initial concerns about attendance at the 2019 event, an overall total of more than 860,000 attended games, at an average of 33,356 per match. There was particular criticism over ticket prices, which were 10 per cent higher than for the 2015 edition in Chile despite high unemployment in Brazil. The cheapest Copa America ticket cost the equivalent of $30.

Next year’s championship – to be held in an even year for the first time to match its European equivalent – will be staged in Argentina and Colombia.

Image: Palácio do Planalto