Sports marketing company Infront has announced the renewal of its commercial partnership with Lega Basket Serie A (LBA), the top tier of Italian domestic basketball.

The deal will see Infront continue to exclusively manage the marketing, sponsorship, and digital rights of the league until the end of the 2029-30 season.

Since the partnership’s inception, Infront has helped to grow the league through sponsorship and rights marketing and implemented a digital content creation strategy to grow the reach of the competition's digital channels.

LBA and Infront claim that over the first three years of the tie-up, the league’s commercial revenues have grown by “double digits”, attributed to the increase in fan engagement driven by the partnership.

LBA clubs and sponsors have collaborated over the course of the deal in order to facilitate the league’s growth and visibility.

The partnership, which began ahead of the 2020-21 season, covers not just the regular Serie A season and playoffs, but the Italian Cup ‘Final Eight’, the Italian Super Cup, and the NextGen Cup, all of which are organized by the country's governing body, Lega Basket.

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“The work carried out together with Infront in these three years has led to important results in terms of economic growth for LBA and its clubs, of strategy and visibility on the market,” said LBA president Umberto Gandini.

“I believe that being able to work again together with a consolidated international reality in the sports business sector can allow Lega Basket to implement a medium-long term strategy to increase economic results.”

Earlier this year, Infront netted a similar deal to exclusively manage the sponsorship sales rights of the Basketball Bundesliga (BL), Germany’s own top-tier basketball competition, for the duration of the 2023-24 season.

Infront has previously worked with the BBL on a non-exclusive basis since 2016, securing a title sponsorship renewal in September 2020 with financial services company TeamBank in a deal that runs through the 2023-24 campaign.