Infront

LFP Media has turned to Infront to sell its media rights across much of Europe, Asia and Oceania, its second agency distribution agreement in quick succession.

Experts in the betting and data rights markets point to at least three reasons why Italy’s Serie A can expect a large increase in its income from these rights in the next cycle, with one predicting the value would “at least double”.

The FA’s decision to cede control of FA Cup international rights to the Premier League could be confirmed next Monday, July 17, as the governing body looks to prevent a reduction of about $235m in its media rights revenue over the four seasons from 2024-25 onward.

The Infront agency is engaged in broadcast rights sales processes in Denmark, Finland, Norway and Sweden for leading athletics, handball, ice hockey and ice skating content

Streaming platform operator DOSB New Media formed a joint ticket with its former owner, commercial broadcaster ProSiebenSat.1, to secure a wide-ranging package of ice hockey rights in Germany and Austria.

As the battle over the centralisation of skiing rights rumbles on, Infront’s on-sale of Swiss-Ski rights has sprung no surprises, with the agency discreetly agreeing deals with existing FIS World Cup broadcasters.

Local sources say that Fifa’s sales team is already active in the region for sales to the 2026 tournament – to be held across the US, Mexico and Canada – and has been speaking with media companies to ‘warm up’ the market ahead of negotiations next year.

Fifa made the decision to move APAC media rights sales in-house earlier this year and is thought to have notified its two current sales agencies in the region, Infront and Dentsu, several months ago.

Vietnam was the second-last market in which Infront was to agree a deal for the tournament under its mandate covering 26 Asian markets in the eight-year period from 2015 to 2022.