Infront Partners with F31 to Expand Sponsorship Opportunities for Middle Eastern Brands

• Infront has signed a partnership agreement with F31 to provide bespoke sponsorship opportunities for Middle Eastern brands, enabling them to create international visibility through leading sports properties.
• Its purpose is to connect local brands to international commercial partners to increase the footprint of MENA in the global sports industry.

Infront has partnered with F31 to provide sponsorship opportunities to regional brands within Infront’s global portfolio, thus helping Middle Eastern brands reach audiences all around the world through some of the leading sports properties.

Infront’s partnership with F31 – a sports and entertainment agency famous for its marketing, content & digital solutions and commercial partnerships with Middle Eastern brands and destinations – would deliver sponsorship propositions in response to the growing influence of the region on the global sponsorship ecosystem.

Michael Witta-Infront, Senior Vice President Marketing, Sales and Services – commenting on the partnership – said: “This new collaboration is a shared vision for driving long-term success and allows us to tap into new opportunities for brands, rights holders and fans across MENA.”

“By integrating world-class sports properties with F31’s regional expertise, we are strengthening the commercial landscape and positioning MENA as a leader in the global sports industry,” Witta added.

For nearly ten years, F31 has been an important part of the regional sports ecosystem, assisting policymakers in bringing global sporting events and brands into MENA with organizations such as World Triathlon, FIBA 3×3 World Tour, Professional Triathlon Organization, Ladies European Tour, FINA, On, and Ventum.

Infront’s international assets are included in the widest range of venues for property tomorrow: IIHF Ice Hockey World Championships, pan-European platforms such as the men’s or the women’s EHF EURO Handball competitions. It also has a number of prominent football clubs in the German Bundesliga and the Italian Serie A, as well as France Rugby and growing mass participation events such as Hyrox and World Marathon Majors.

Fleur Castle, CEO of F31, said, “As the MENA region continues to strengthen its position as a global hub for world-class sporting events, our partnership with Infront is a strategic step in bridging the gap between international sports properties and regional stakeholders.”

Castle concluded, “By leveraging our combined expertise, we’re creating a platform where rightsholders can connect with fresh commercial partners, and MENA-based brands can tap into the global stage of elite sports – unlocking new opportunities for commercial growth.”