Infront Bettor, the betting division of the international sports marketing agency, has announced a new five-year partnership with the LFP, French soccer’s top-tier league structure.

The deal, which starts from the 2024-25 season, builds on Infront's long-standing relationship with French soccer after securing betting rights to the Coupe de France knockout competition.

The agency also has a long-term partnership in place with LFP media which focuses on the quality control of productions and on-site media management of matches.  

As part of the tie-up, Infront said it will also offer the LFP computer vision data solutions and provide data tracking and visualizations.

Amikkam Kranz, Infront media, betting, and technology vice president, said: “When entering the betting market, we had always envisioned aligning with one of the top five European football leagues. The past few months have shown that there are many synergies and opportunities with the LFP.

“We see great potential not only in the betting sector but also in other fields and quickly identified that the LFP is the right partner for us, sharing our vision for the future through their enthusiasm to develop the league in new directions.”

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The partnership announcement comes days after LFP launched a tender for domestic media rights to the country’s top two divisions, with a new five-year cycle length that it hopes will attract a raft of high bids from broadcasters.

Together, the LFP is hoping to reel in more than €840 million ($895 million) per season for the majority of its domestic rights from 2024-25.

It will be the LFP’s first broadcast rights sales process since agreeing a commercial partnership with private equity group CVC Capital Partners last year.

Through the tie-up, CVC acquired a 13% stake worth €1.5 billion in a media rights subsidiary set up by the LFP – LFP Media – that will market the TV and online broadcast rights for Ligue 1.

Martin Aurenche, LFP Media's chief media officer, said: “We are delighted to strengthen our collaboration with long-term partner Infront, especially with its very dynamic betting division.

“We have been convinced by Infront's potential to deliver a wide betting offering as well as data and betting innovations, in a fast-changing and competitive environment.”

Infront Bettor was rolled out in September last year as an offering for betting operators, leveraging Infront’s large portfolio of video and data rights within the sports industry.

Infront Bettor already boasts a substantial rights portfolio that includes soccer’s Carabao Cup (England) and Turkish Super Lig, as well as Infront’s stable of ice hockey rights, such as the IIHF Ice Hockey World Championship and the Champions Hockey League. All these properties are ones for which Infront holds exclusive marketing rights.

The service provides access to more than 18,000 hours of content per year, from over 30 rightsholders worldwide.

Earlier this year, Infront Bettor bolstered its portfolio of bookmakers by partnering with Bet365, Admiral, Bilyoner, Tipsport, Kaizen Gaming (which operates Betano and Stoiximan), Superbet, Napoleon, and Winamax.

Read more: Infront Bettor finds a seat at crowded betting rights table.