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Infront unveils new strategy and brand identity

New Infront logo

A release from sports agency Infront, formerly Infront Sports & Media, notes that ‘If something is to grow, it has to change’. According to the company, this sums up the evolution of Infront from a football-centric media rights agency into the full-service provider it is today, offering digital, marketing, media and production solutions to more than 170 rights holders across 25 sports.

Headquartered in Zug, Switzerland, Infront has a team of more than 900 experienced staff working from over 35 offices across more than 15 countries, ‘delivering 4,100 event days of top class sport around the world every year’. In November 2015, Infront was integrated into Wanda Sports Holding, part of the Chinese conglomerate the Dalian Wanda Group.

Over the past decade and as part of President & CEO Philippe Blatter’s strategic plan, Infront has diversified its portfolio and broadened its expertise to better meet the ever-changing needs of the sports industry and consumers. While Infront will continue to innovate in its core markets of football, winter sports and summer sports, it is also placing a sharper focus on the booming markets of personal & corporate fitness, virtual sports and community sports.

The company adds that, as the sports audience is evolving, growing and learning, Infront is leading this evolution with new ideas and solutions – with a strategic focus on enhancing its digital portfolio and entering emerging sports to exploit new opportunities.

Following the acquisition in 2015 of New York-based digital agency OMNIGON; and in what is seen as a landmark next move for the company, Infront will continue to extend its digital footprint by establishing and investing heavily in an Infront Digital Competence Centre.

To reflect this new strategic focus and passion to enable the best sports experience possible for clients and consumers alike, Infront is introducing a refreshed logo and tagline. At the same time, the company name has been simplified to ‘Infront’ from ‘Infront Sports & Media’ as this is seen to better reflects the company’s broad offering, beyond media and sports.

All about…
The new logo, in solid and bold red, is designed to embody momentum and forward movement – a reflection of Infront’s strategy to constantly innovate and leverage emerging technologies to stay at the forefront of the industry. Complementing the new logo, a new tagline ‘All about sports’ aims to encompass Infront’s passion for all sports and commitment to add value across a diverse portfolio.

“The sports industry is rapidly changing both socially and technologically, meaning it is vital for brands and rights holders to be able to engage with people from all walks of life,” said Infront President & CEO Philippe Blatter. “We want to signal that we have also changed with the times – into a stronger, bolder, more dynamic Infront.

“Over the years, we have constantly been adapting our offering to clients to leverage these opportunities and have transformed into a full-service provider active in 25 different sports.”



Following the acquisition of Infront by Dalian Wanda Group and the subsequent formation of the Wanda Sports Group, Infront notes that it has continued to broaden its reach and potential. The new brand identity and strategic focus seeks to ‘highlight the renewed commitment and investment Wanda has in the sports segment, with Infront as the driving player’.

Infront is an international sports marketing firm, managing a comprehensive portfolio of properties. Led by President & CEO Philippe Blatter, Infront covers: distribution of media rights, sponsorship, media production, event operation and digital solutions. As the ‘number one player in winter sport and with a leading role in football, summer and endurance sports’, Infront enjoys long-lasting partnerships with close to 170 rights-holders and hundreds of sponsors and media companies.

B2Run, an Infront company, is billed as Europe’s largest corporate running series and has recorded significant growth since it was founded in 2004. In 2017, the 6km runs will be held in German, Dutch, Swiss, Portuguese, Romanian, Spanish and South African cities, ‘offering companies attractive platforms for unique employee events’. In Germany, the country where it originated, B2Run is… ‘the fastest-growing and largest running series, targeting a record attendance of approximately 195,000 participants from over 9,500 companies with 17 events in 2017.’




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