Infront, the heavyweight sports marketing agency, has marked its entry into motor racing’s iconic Formula 1 (F1) after securing a rights agreement with two key broadcasters in the Balkans.
The multi-year sub-licensing agreement is Infront’s first deal involving F1 and will see distribution of the championship’s rights in the region split between Arena Sport, the pay-television operator owned by Telecom Serbia, and CME, the broadcasting group in Central and Eastern Europe.
Go deeper with GlobalData
Specifically, Arena Sport will air every grand prix, F1 Sprint event, qualifying session, and practice session in Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia, and Serbia, starting from the 2026 season.
CME, meanwhile, will provide the same coverage in Croatia and Slovenia across the RTL, Pop TV, Kanal A linear channels, as well as the Voyo subscription streaming service.
Ian Holmes, chief media rights and content creation officer at F1, said: “We are delighted to work with Infront to facilitate sub-licensing deals with Arena Sport and CME, whose dedication to creating top-class programming will elevate the viewing experience for millions of fans across these territories.”
The new partnership adds to Infront’s motorsport portfolio, which includes media rights management for the FIA World Endurance Championship, including the 24 Hours of Le Mans, and ownership of motocross’s MXGP.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataAmikam Kranz, senior vice president of media, betting & technology at Infront, said: “This is a landmark moment for us as we enter the world of F1.
“Partnering with F1 to help broaden its reach in the Balkans reflects both our commitment to premium sports properties and our ability to deliver tailored media strategies across complex markets.”
Away from motorsport, Infront manages the media rights for several top-tier soccer leagues, including Germany’s Bundesliga and 2.Bundesliga, France’s Ligue 1 and Ligue 2, and Italy’s Serie A.
Its latest deal saw Infront broker rights agreements with five broadcasters across nine Eastern European markets – including Russia – for Germany’s Bundesliga through the 2028-29 season.
