Infront, the international sports marketing agency, has launched a new media rights sales process in the Nordic region for several of its sports properties.

The agency is offering rights to multiple competitions across handball, ice hockey, athletics, and ice skating in Denmark, Finland, Norway, and Sweden.

The properties include European handball’s EHF Euro national teams competition in 2028 and 2030, qualification away matches, EHF Euro Cup away matches. and the EHF Beach Handball Euro in 2027 in 2029.

EHF club competitions seasons from 2023-24 through 2029-30 are also on offer.

Ice hockey competitions include the IIHF Ice Hockey World Championship and Division 1 from 2029 through 2031, while the entire World Athletics portfolio has been made available in the region from 2024 through 2029 (including the Diamond League, Continental Tour Gold, and Indoor Tour).

In addition, Infront has also gone to market with the ISU Figure Skating, Speed Skating, and Short Track seasons from 2023-24 through 2026-27.

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By GlobalData

Through the process, which is not a formal rights tender, the agency is seeking to offer a flexible approach to interested parties.

Potential buyers will be able to customize packages that are most suited to their channels or platforms. Each property will still be subject to a separate process as well, however.

Each process will run for approximately four weeks, with responses required by mid-June.

In January, the European Handball Federation (EHF) and Infront restructured their 10-year exclusive media and commercial rights agreement after DAZN Group, the global sports media firm and parent company of the sports streaming service, pulled out of the joint venture.

Under a new model, which will run until 2030, Infront has maintained the media rights to EHF national team and club competitions.

The Switzerland-based firm’s exclusive media and marketing rights deal with ice hockey’s IIHF governing body runs up until 2034.

In March, Infront, which is owned by China’s Wanda Sports Group, agreed a six-year partnership renewal with the World Athletics body to continue to distribute international media rights to the World Athletics Indoor Tour’s top-tier series.

The renewal builds on a three-year partnership that started in 2020 and covers international rights to all World Athletics Indoor Tour Gold series meetings until 2029.

The agency already has a 10-year international media rights agreement for the World Athletics Continental Tour, the secondary outdoor series, and is set to take on the elite Wanda Diamond League in a five-year deal starting in 2025.

Elsewhere, Infront presently holds the international rights to ISU events in a deal that covers the 2019-23 cycle, although the agreement was renewed in 2021 for the next 2023-27 cycle.

As part of the extension, the company added rights in China to the package, with the sports agency now holding rights in all territories excluding Canada, Japan, South Korea, and the US.