Wanda Group and Switzerland-based Infront have concluded a long-term strategic review, confirming that the Chinese conglomerate will remain the majority shareholder of the international sports marketing agency.
The announcement marks the end of a review process that began in August 2023. Despite significant interest from private equity firms and other potential partners, the Board of Directors determined that Infront is best positioned to grow as a standalone company under its existing management, led by President and CEO Philippe Blatter.
The decision to retain its ownership structure follows a record-breaking year for the agency. In 2025, Infront generated revenues exceeding €1.2 billion (approximately US$1.4 billion). The agency’s growth has been driven by a heavily diversified portfolio that spans professional leagues, winter sports, and a rapidly expanding mass participation sector.
Infront’s Active Lifestyle unit has become a global market player, managing more than 170 events annually. Key highlights of this unit include:
- HYROX: The fitness racing brand saw participation grow by over 100% in 2025, reaching more than 750,000 athletes across 80 events in 31 markets.
- World Marathon Majors (WMM): Infront holds equity in expansion races for the series, including major marathons in Sydney, Cape Town, and Shanghai.
- Mass Participation Assets: The portfolio includes the B2Run corporate series, XLETIX, Muddy Angels, and Megamarsch.
- Threshold Sports: The UK-based endurance event organiser remains a core part of Infront’s strategy to foster healthier lifestyles.
Infront currently maintains partnerships with 200 rights holders across more than 30 sports, operating from 40 offices in over 20 countries. Its influence remains high across several key sectors:
- Football: Working with the ‘big five’ European leagues (EPL, La Liga, Serie A, Bundesliga, and Ligue 1) and international bodies such as FIFA and UEFA.
- Winter Sports: Market leader representing six of the seven Olympic winter sports federations.
- Summer Sports: Managing rights for FIBA (basketball), EHF (handball), and World Athletics (Diamond League).
- Media Rights: Distribution partner for the IOC in 22 Asian countries through to 2032.
Philippe Blatter, President and CEO at Infront, said “This decision provides clarity and continuity for our clients, partners and employees.
“Infront will continue to focus relentlessly on creating value for rights holders, brands, media partners and athletes… We look forward to continuing our journey under the umbrella of Wanda Group, which has been a committed and supportive shareholder for more than a decade.”
www.infront.sport
www.wanda-group.com
