First it must negotiate with Dentsu and pay an upfront fee in order to be able to sell the event to domestic sponsors .
Dentsu is the Japanese advertising giant that holds all the rights to the IAAF 's major events until 2029 .
First it must negotiate with Dentsu , the Japanese advertising giant that holds all the rights to the IAAF 's major events until 2029 , and pay an upfront fee in order to be able to sell the event to domestic sponsors .