The heavyweight Infront sports marketing agency has now taken over joint marketing duties for the Icon League, an indoor soccer property launched in mid-2024.
An agreement between the property, Infront, and the 360Media agency has been announced today, through which an Infront team will aim to secure brand partners for the Icon League.
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The five-a-side property is headed up by former Germany national team star Toni Kroos, who also played for heavyweight club sides such as Bayern Munich and Real Madrid during a career that ended with his retirement in mid-2024.
Icon League games are aired on the Twitch platform, and regularly feature top-tier current and former soccer players such as David Alaba, Antonio Rüdiger, Franck Ribéry, and Luciano. The family office of iconic German manager Jurgen Klopp, meanwhile, is an investor in the league.
Infront has claimed that during the last season (the second) of the Icon League, the action secured over 40 million live-streaming views on Twitch.
Marco Sautner, Infront Germany's managing director, has said: "The Icon League tells a completely new story in sport. It appeals to people who can’t be reached through traditional formats, but who still have a passion for football. The partnership with the Icon League highlights our focus on new audiences and platforms. It not only complements our portfolio but expands it with a new dimension.”
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By GlobalDataAlvaro Magel, head of partnerships at 360Media, added: "Infront gives us additional sales power while allowing us to stay true to our individual approach. From the beginning, discussions were constructive and solution-oriented … We are not selling raw reach but genuine access to a demanding young audience. Combining 360Media’s know-how and closeness to the sport with Infront’s sales power is a promising synergy.”
The Icon League has joined the likes of the Kings League, backed by Spanish former soccer star Gerard Piqué, and Baller League (active in Germany and the UK) as disruptor competitions that are trying to present a new angle on the traditional look and feel of soccer.
In mid-August, the Team Marketing agency signed up Baller League as a client.
