Sports Technology

Dalian Wanda Group, the Chinese entertainment and real estate company headed by China's richest man Wang Jianlin, has bought the Swiss sports marketing company Infront Sports & Media Group from the private equity group Bridgepoint for US$1.2 billion.

Infront is the exclusive sales representative for distribution of broadcast rights to the 2018 and 2022 FIIFA World Cups and also carries out media and marketing for the Chinese Basketball Association.

It is run by Philippe Blatter, nephew of Sepp Blatter, President of world football’s governing body.

In a statement on the acquisition, Wang explained “this acquisition of Infront will significantly increase the future impact of the Wanda Group in the culture and entertainment industry and will also drive the development of Chinese sports industry and its interest around the globe.”

Wang said that Infront was well positioned to help support China in bidding for major sports events. The purchase comes as China is bidding to host the 2022 Winter Olympics.

Wang added “by acquiring Infront, Wanda will also be in a position to increase its influence in the global sports industry and help in raising the level of competition in Chinese sports. We are very confident to support Infront in its aim to become the number one global sports marketing company.”

Bridgepoint bought Infront in 2011. Infront has partnerships with 160 rights holders in 25 sports and with hundreds of sponsor and media brands, delivering 4,000 event days and generating revenues of over US$913 million.

Dalian Wanda Group is a China's largest commercial property company. Over the past few years it has made aggressive moves to diversify into global entertainment.

In 2012, Wanda bought North America's second-biggest theater chain, AMC Entertainment, for US$2.6 billion and is currently moving forward with plans to build an US$8.2 billion film studio, amusement park and real estate development in the eastern Chinese port city of Qingdao. It has also announced ambitions to launch a major film festival and awards show at the planned complex.

Sport is the latest facet of the company's expansion strategy having last month bought a 20% stake in Spanish football club Atletico Madrid for $52 million.

Infront is sizable player in international football. It is a partner to numerous national federations, including the German and Italian football federation, soccer clubs such as AC Milan, Inter Milan and Werder Bremen.

Significantly, given China's Winter Olympics bid, it also represents all seven Olympic winter sports federations, including the International Ski Federation (FIS) and the International Ice Hockey Federation (IIHF) for ice hockey.
Hollywood Reporter

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