Zug, Switzerland – After a nearly three-year review process, Wanda Group will remain the majority owner of Infront Sports &. Media, the international sports marketing agency announced today, . The decision ends speculation about a potential sale that began in , triggered by financial pressures within Wanda’s core businesses.
Wanda initially acquired Infront in for €1.05 billion (approximately US$1.24 billion at the time) as part of a broader strategy to diversify its holdings beyond construction and property into entertainment, media, and technology. However, a downturn in the Chinese real estate market prompted the strategic review and search for a new investor.
The review process reportedly attracted significant interest from potential buyers, including a consortium led by Boyu Capital and NJF Capital. Despite “high-quality discussions” with prospective partners, Wanda ultimately concluded that Infront is “best positioned to realize its full potential by continuing its strategy as a stand-alone company under the existing ownership and management team,” according to a company statement.
Philippe Blatter, President & CEO of Infront, emphasized the benefits of the decision, stating, “This decision provides clarity and continuity for our clients, partners and employees.” He added that Infront will “continue to focus relentlessly on creating value for rights holders, brands, media partners and athletes.”
Founded in , Infront has grown to become a major player in the global sports marketing landscape. The agency manages media, commercial, and production rights for a diverse portfolio of properties, including the Olympic Games, the Premier League, and the National Basketball Association. It holds a particularly strong position in winter sports, representing six of the seven Olympic winter sports federations, such as the International Ski Federation (FIS) and the International Ice Hockey Federation (IIHF).
Beyond rights management, Infront’s Host Broadcasting Services (HBS) produces high-profile events, including the FIFA World Cup and Rugby World Cup. In , the agency expanded its portfolio by acquiring a majority stake in Hyrox, an indoor fitness competition.
Infront’s operations are extensive, with partnerships with over 200 rights holders across more than 30 sports. The agency operates more than 40 offices in over 20 countries and generated revenues exceeding €1.2 billion (approximately US$1.4 billion) in .
The company’s recent history has included a period of internal restructuring. Infront previously pursued a strategy of becoming an end-to-end technology supplier for the sports industry, establishing Infront X as a dedicated digital solutions division. However, the company later streamlined its operations, selling Infront X to Next League in and offloading Infront Lab to WSC Sports in .
Blatter highlighted Infront’s recent diversification and expansion, stating, “Over recent years, we have significantly diversified our portfolio and expanded our position across both professional and participation sports. With our global platforms and deep market expertise, we are well positioned to capture opportunities and synergies within the sports ecosystem, drive sustainable growth and deliver long-term shareholder value.”
The decision by Wanda to retain ownership signals a continued commitment to Infront and its role within the global sports market. The agency will continue to operate as a standalone company, supported by Wanda Group as its long-term majority shareholder.
