Infront to offer Minute.ly services to rights-holders in tech push

Global sports marketing agency Infront is set to include the services of AI business Minute.ly in pitches to existing and future clients.

Infront acquired a stake in Minute.ly last year during the latter’s Series A funding round. The agency is now looking to include Minute.ly’s services in its offering, which it says will help to boost the business’s visibility, distribution and audience engagement online.

Minute.ly is an Israeli-based operation which deploys AI to create short clips for social media within seconds of something happening. Infront hopes that rights-holders will see the value in what this can mean for their social-media offers.

Infront senior vice-president of people, innovation and corporate services Christian Mueller said: “Attention is currency and as it becomes more valuable it is important to find new ways to differentiate content for potential fans and consumers.”

Infront has increasingly been upping its investment in sports-related AI and, earlier this year, acquired a stake in another Israeli tech business Videocites.

Similarly to Minute.ly, Videocites deploys AI for clips but it focuses on tracking how those clips are being watched, providing real-time data to rights-holder to monitor their audiences more effectively.