Infront, the international sports marketing agency, has entered into an exclusive seven-year media and marketing rights deal with the E3 Saxo Bank Classic cycling race in Belgium.

The long-term partnership will see Infront take charge of selling and distributing the one-day race’s broadcast and sponsorship rights through until the end of 2028. 

The 2022 E3 Saxo Bank Classic will take place on March 25.

The agreement means that the agency now has partnerships in place with all ‘Belgian classic’ cycling races, including with the Flanders Classics and with the Amstel Gold Race.

Julien Ternisien, senior vice-president of summer sports at Infront, said: “This agreement makes us a key player for the Spring Classics season and underlines our commitment to develop the sport, using our expertise to contribute to the future success of the sport.”

Philip Vlieghe, the commissioner of public relations at the E3 Saxo Bank Classic, added: “Infront’s unique approach in both media and marketing expertise alongside its experience in cycling were both key factors in our decision to enter a partnership with them. We are convinced this is the start of a potentially exciting period for the E3 Saxo Bank Classic.”

In January, the race extended its commercial deal with the Belgian national lottery, in a one-event renewal.