Heavyweight sports marketing agency Infront has appointed Shahid Sen as its new managing director in the Pan-Asia region.
He will join the company in mid-November and be based in Singapore.
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Sen succeeds David Nivelle, who will step down at the end of October and return to Europe for personal reasons and “to pursue new professional endeavours.”
Philippe Blatter, president and CEO of Infront, said: “Asia remains one of Infront's most important strategic growth markets. I would like to sincerely thank David for his leadership, commitment, and significant contribution to the development of our Pan-Asian business.
“During a challenging period for the regional sports and media industry, David and the team strengthened our platform, maintained trusted client relationships, and created a solid basis for the next phase of growth. I am also grateful for his support in ensuring a smooth transition.
“Shahid's background across media rights, sponsorship, broadcast, digital distribution and partnerships makes him very well placed to build on the platform established in the region.”
Sen has over 25 years of experience in executive leadership positions across the global sports industry, with senior roles spanning broadcasters, rights holders, agencies, and commercial consultancy.
Most recently, he led integrated sales, distribution, and partnerships for major international broadcaster BeIN Sports across Asia Pacific.
His experience also includes senior commercial and leadership positions with golf’s PGA Tour and Asian Tour, Repucom, and IMG.
On his new role, Sen commented: “I am excited to join Infront at such an important time for the sports business in Asia.
“The region offers significant opportunities across media, sponsorship, fan engagement and digital growth, and Infront has a strong international platform, trusted client relationships and a talented local team.”
Infront Pan-Asia is the company’s regional hub in Singapore, which focuses on developing client relationships, commercial opportunities, and local market presence across key Asian markets.
The agency works with several rights holders and commercial partners in the region, including the Badminton World Federation (BWF) and the International Table Tennis Federation (ITTF).
This week, Infront announced an eight-year marketing rights deal with the ITTF and its World Table Tennis (WTT) commercial arm.
The deal runs through 2034 and covers full marketing rights for the entire range of WTT events, including WTT Finals, Grand Smashes, WTT Champions, WTT Star Contender, and WTT Contender tournaments.
Last December, Infront also agreed an eight-year extension of its partnership with the BWF, in which it will continue to distribute all media and sponsorship rights on behalf of the governing body.
