Infront Makes F1 Move With Alfa Romeo Racing
The Infront agency has entered Formula 1 for the first time by striking a marketing partnership with the Alfa Romeo Racing team.
Further details about the non-exclusive deal, which will run until the end of 2020, will be disclosed later this year.
The team was previously known as Sauber before becoming Alfa Romeo Sauber for the 2018 campaign. The team then transitioned to Alfa Romeo Racing ahead of the 2019 season.
The deal has strengthened Infront’s motorsport portfolio, with the agency already the exclusive distributor of media rights for the World Endurance Championship, with includes the famous 24 Hours of Le Mans race.
Earlier this year, the agency also acquired Youthstream, the owner of the exclusive television, marketing and global promotional rights to the FIM MXGP Motocross World Championship.
In other news, Infront has acquired a stake in Minute.ly, an artificial intelligence-driven video technology provider.
Infront invested in a funding round that allowed Minute.ly to raise $8m (£6.5m), according to Venturebeat.
Minute.ly’s AI creates clips from multiple real-time or recorded videos within seconds.
Amit Golan, CEO and Co-Founder of Minute.ly, said: “This investment will enable us to continue to develop and scale our technology – already at the forefront of the online video revolution – helping bring more publishers and content creators into the video age.”
