Wanda Group, the Chinese conglomerate, will retain majority ownership of Infront Sports after ending a process of almost three years to find a buyer for the international marketing agency.
In August 2023, Wanda and Infront launched a strategic review and sales process to find a new strategic investor for the Switzerland-based agency.
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According to the two parties, the process “attracted strong interest and resulted in high-quality discussions with potential partners.”
But the companies ultimately decided against a sale and explained that “after careful evaluation of all alternatives, the board and the management this week concluded that Infront is best positioned to realize its full potential by continuing its strategy as a stand-alone company under the existing ownership and management team, led by president and CEO Philippe Blatter.
A statement issued today added: “Following a comprehensive assessment and considering the company’s excellent results in recent years, as well as the strength of its long-term strategic plan, the Infront board of directors and the group management have decided to further develop Infront’s leading global sports marketing and active lifestyle platforms, supported by Wanda Group as long-term majority shareholder.”
Wanda bought a majority stake in Infront for $1.05 billion in 2015, from the Bridgepoint private equity group, which had owned the agency since 2011.
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By GlobalDataThe major Chinese company was attempting to divest itself of Infront after coming under increasing financial pressure and enlisted the German Deutsche Bank financial institution to assist in the sales process.
Several private equity firms were understood to be interested in acquiring Infront after it became apparent that a buyer with significant financial resources was needed.
On the decision to end the sales process for the sports marketing giant, Blatter said: “This decision provides clarity and continuity for our clients, partners, and employees. Infront will continue to focus relentlessly on creating value for rights holders, brands, media partners, and athletes.
“Over recent years, we have significantly diversified our portfolio and expanded our position across both professional and participation sports. With our global platforms and deep market expertise, we are well positioned to capture opportunities and synergies within the sports ecosystem, drive sustainable growth, and deliver long-term shareholder value.
“We look forward to continuing our journey under the umbrella of Wanda Group, which has been a committed and supportive shareholder for more than a decade.”
In the early part of the decade, the primary Wanda business of property development suffered financially, hit simultaneously by the effects of the Covid-19 pandemic and a change in strategy by the Chinese government.
In 2023, Wanda was facing a range of court orders and asset freezes from the Chinese authorities.
In July of that year, the conglomerate raised $314 million by selling 49% of Beijing Wanda Cultural Industry Group, one of its entertainment units.
Infront – originally founded in October 2002 – is one of the major players in terms of holding key media rights for top-tier sporting properties and has partnerships with around 200 rights holders in over 30 sports.
These include the likes of the International Olympic Committee (IOC), FIFA, UEFA, CAF, European soccer’s five major leagues (Premier League, Serie A, LaLiga, Bundesliga, and Ligue 1), and various global governing bodies (including in skiing and athletics).
The IOC deal covers media rights to the Olympics in 22 Asian countries between 2026 and 2032.
Infront now has over 40 offices in more than 20 countries and a portfolio in winter sports, soccer, summer sports, and active lifestyle & endurance. In 2025, the agency generated revenues of over €1.2 billion ($1.4 billion).
In recent years, Infront has expanded its business with multiple new divisions, including a dedicated betting arm – Infront Bettor – in an attempt to diversify its activities and gain market share in other sectors.
The company also has a dedicated Active Lifestyle unit and manages a portfolio of mass participation, personal, and corporate fitness assets, including the global fitness racing brand Hyrox, the B2Run corporate running series, and Threshold Sports, the UK-based endurance event organizer.
In addition, Infront has ties with the World Marathon Majors (WMM) and holds equity across all WMM expansion races, including the major marathon events in Sydney, Cape Town, and Shanghai.
