Infront tees up 11-year Italian golf deal
The deal covers 129 events, including 11 editions of the European Tour’s Italian Open and 88 tournaments on the Italian Pro Tour.
There are also 30 events included in the ‘2022 Road to Roma’ initiative as the Italian capital gears up to stage the Ryder Cup in that year.
Luigi De Siervo, Infront Italy’s chief executive, remarked: “The partnership signed today with the Italian Golf Federation represents an important step for Infront, especially in Italy. Long-term agreements allow us to work steadily, and have a significant impact on the development of this popular sport - both from an economic point of view as well has in terms of expanding the profile from a grassroots level.
“Through our international network, sports marketing expertise and digital skills, we will bring significant benefits not only financially, but also in terms of attracting high-profile international brands and promoting our country and its characteristics to the world.”
The local organising committee in Rome recently received the necessary central government guarantees to stage the 2022 Ryder Cup. Financial concerns over the event were raised in February when the Italian senate dropped an amendment to a bill that would have provided a guarantee of €97 million ($103.1 million).
The selection of the Marco Simone Golf and Country Club in Guidonia, near Rome, was made in conjunction with IMG, Infront’s rival agency that was exclusively appointed to work with the FIG during the bid process.
Infront has not been extensively involved in golf previously, but its French arm was appointed in 2014 to market premium sponsorship packages on behalf of the French Golf Federation.
In 2013, InfrontRingier, the joint venture set up between Infront and Ringier, the Swiss media company, was appointed as the marketing partner of the birdie-open.com amateur golf series, which is primarily staged in Switzerland.