Infront drops ‘Sports & Media’ and embraces ‘bold red’ logo
By Martin Ross
Infront Sports & Media, the Wanda Group-owned international sports marketing agency, today unveiled a radical overhaul of its logo and announced that it has dropped ‘Sports & Media’ from its company name.
The rebranded Infront has simplified its name to “better reflect the company’s broad offering beyond media and sports.”
A new tagline entitled ‘All about sports’ has also been introduced, to encompass the agency’s “passion for all sports and commitment to add value across a diverse portfolio.”
Explaining a new strategic focus after various diversification undertaken in the last decade, Infront said: “While Infront will continue to innovate in its core markets of football, winter sports and summer sports, it is also placing a sharper focus on the booming markets of personal and corporate fitness, virtual sports and community sports.
“As the sports audience is evolving, growing and learning, Infront is leading this evolution with new ideas and solutions – with a strategic focus on enhancing its digital portfolio and entering emerging sports to exploit new opportunities.
“Following the acquisition in 2015 of New York-based digital agency Omnigon and in a landmark next move for the company, Infront will continue to extend its digital footprint by establishing and investing heavily in an Infront Digital Competence Centre.”
Infront's new logo replaces the long-standing blue and red version
The bold new logo in red, a popular colour deemed to be lucky in Wanda’s native China, has been designed to “embody momentum and forward movement – a reflection of Infront's strategy to constantly innovate and leverage emerging technologies to stay at the forefront of the industry.” The 'eye' in the company logo has diseappared in what is the agency's first major overhaul of its logo since its creation in 2002.
The logo launch was accompanied by a 41-second video including the slogan “the revolution is now.”
Omnigon, the digital consulting firm, also boasts a red and white logo.
Philippe Blatter, Infront’s president and chief executive, said today: “The sports industry is rapidly changing both socially and technologically, meaning it is vital for brands and rights holders to be able to engage with people from all walks of life. We want to signal that we have also changed with the times – into a stronger, bolder, more dynamic Infront.
“Over the years we have constantly been adapting our offering to clients to leverage these opportunities and have transformed into a full-service provider active in 25 different sports.”
Wanda bought Infront for €1.05 billion (now $1.24 billion) at the start of 2015, before going on to purchase the the World Triathlon Corporation for $650 million and setting up its Wanda Sports Holding.
However, the pace of the multinational conglomerate’s acquisitions spree has slowed, with particular scrutiny of the finances of the group’s property division, and Wang Jianlin, the group’s chairman, has now injected $460 million into the overseas arm of Dalian Wanda Commercial Properties.
Regulators have been keeping a close eye on various Chinese companies following aggressive overseas spending, notably in sports and entertainment, and Wanda has been selling off various assets (albeit not in sport).
It recently emerged that Dalian Wanda Commercial Properties sold off its equity in a $3-billion winter resort in northeastern China to Dalian Yifang Group, another conglomerate, in June, according to a report from The Paper, the Chinese news website.
It is claimed that Wanda retained the management and operational rights to the Changbaishan International Resort.