Infront and F31 partner to connect MENA brands with global sport
Infront's partnership with F31 – a sports and entertainment agency known for its marketing, content, digital solutions and commercial partnerships for Middle East brands and destinations – is designed to deliver sponsorship propositions in response to the region's growing role in shaping the global sponsorship ecosystem.
Commenting on the partnership, Michael Witta, Infront Senior Vice President Marketing Sales and Services, said, 'This new collaboration is a shared vision for driving long-term success and allows us to tap into new opportunities for brands, rights holders and fans across MENA.
'By integrating world-class sports properties with F31's regional expertise, we are strengthening the commercial landscape and positioning MENA as a leader in the global sports industry,' Witta added.
For almost a decade, F31 has been part of the regional sports ecosystem and has supported decision makers in bringing global sports events and brands to MENA, including World Triathlon, FIBA 3×3 World Tour, the Professional Triathlon Organisation (PTO), Ladies European Tour, FINA, On and Ventum.
Infront's global portfolio also includes a broad range of properties including the IIHF Ice Hockey World Championship, pan-European platforms like the men's and Women's EHF EURO Handball competitions, football clubs in the German Bundesliga and Italian Serie A, French Rugby and growing mass participation events such as Hyrox and World Marathon Majors.
Fleur Castle, CEO of F31, said, 'As the MENA region continues to strengthen its position as a global hub for world-class sporting events, our partnership with Infront is a strategic step in bridging the gap between international sports properties and regional stakeholders.'
Castle concluded, 'By leveraging our combined expertise, we're creating a platform where rightsholders can connect with fresh commercial partners, and MENA-based brands can tap into the global stage of elite sports – unlocking new opportunities for commercial growth.'
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