Infront makes first F1 foray with Alfa Romeo

Agreement through 2020 marks beginning of agency’s motorsport expansion plans.

Infront makes first F1 foray with Alfa Romeo

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International sports rights agency Infront has expanded its presence into motorsports after announcing an agreement with Formula One racing team Alfa Romeo, its first in the championship.

The company, owned by Wanda Sports Holding, says that the non-exclusive partnership, which runs until the end of 2020, forms part of its plans to increase its presence in the motorsports sector.

Alfa Romeo returned to Formula One in 2018 for the first time since 1985 after taking on title sponsorship of the Swiss-based team Sauber, rebranding under the Italian luxury car manufacturer’s name.

Infront, which also holds the exclusive media rights to the FIA World Endurance Championship, including the 24-hour Le Mans Grand Prix in France, says that interest ‘has increased’ in the series since its acquisition by Liberty Media in 2017.

Earlier this year, Infront also acquired Youthstream, the owner of the exclusive television, marketing and global promotional rights to the FIM MXGP Motocross World Championship, earlier this year.

The Alfa Romeo team, whose drivers include 2007 champion Kimi Räikkönen and rookie Antonio Giovinazzi, are currently placed sixth in the Formula One 2019 constructor championship.