Marketing company Infront have concluded two deals with Italian sport governing bodies until after the 2026 Winter Olympic Games in Milan and Cortina d'Ampezzo.
The Swiss-based firm, a Wanda Sports Group company, have extended their partnership with the Italian Winter Sports Federation (FISI) for exclusive media rights to all International Ski Federation (FIS) World Cup races in Italy until 2026.
The Italian Ice Sports Federation (FISG) and Infront, meanwhile, have signed an exclusive six-year marketing, sponsorship and digital rights partnership running until the end of the 2025-2026 season.
FISG acts as the umbrella body for all of Italy's top ice sport organisations, including ice hockey, speed skating, synchronised skating and curling.
Infront will manage sponsorship research and activation at both the Federation level and for individual events in Italy.
It also includes the development of a digital activation concept to elevate the presence of Italian ice sports on social and digital platforms.
“We are proud to begin this long-term project which will take us to the 2026 Winter Olympic Games in Milan Cortina and hope to maximise all the potential opportunities available to Italian ice sports,” Andrea Gios, President of FISG said.
“We are confident that Infront, through its experience and professionalism, will deliver greater visibility for our sports and athletes by efficiently highlighting the values that we passionately cultivate and promote every day."
The renewal of the more than 20-year long partnership with the FISI, part of the Italian National Olympic Committee and which oversees winter sports in the country, means Infront continues its role for the organisation of production, broadcast and distribution of all FIS World Cup Alpine skiing, Nordic combined, cross-country skiing, ski jumping, snowboarding and freestyle competitions.
Infront is also planning to create additional high-quality content for broadcasters and social media to showcase winter sport in Italy around the world as it prepares to host the Winter Olympic Games for the third time.
"The product offered by Infront has constantly grown in terms of quality and distribution and this renewal will provide continuity and further development for the future," Flavio Roda, President of FISI said.
"It also offers an opportunity to give further visibility to the Federation's other partners and provides the right financial support to both FISI and the Organising Committees of all FIS events in the country."
Italy won a total of 10 medals at the Winter Olympic Games in Pyeongchang in 2018, including gold in speed skating for Arianna Fontana, Michela Moioli in snowboard cross and Alpine skier Sofia Goggia in the women’s downhill.
Alessandro Giacomini, the managing director of Infront Italy, claimed that the company had a "growing presence within winter sports in Italy".
He added, "We look forward to bringing more success to this collaboration."