Sports and entertainment agency Infront has secured a “landmark” multi-year media rights partnership with the LFP, the French soccer league organizing body.

Through the deal, Infront will now exclusively manage the international media rights to France’s top-tier Ligue 1 and second-tier Ligue 2 competitions in several global markets across Europe, Asia, and Oceania.

The deal will cover the five years from the beginning of the 2024-25 season through 2028-29 and will include all 612 matches from Ligue 1 and Ligue 2, as well as promotion and relegation play-offs and the season-opening Trophée des Champions (which sees the previous season’s winners of Ligue 1 and the Coupe de France face off).

Infront will also handle the league’s match production and feed distribution in the relevant territories while also helping to create content around the competitions to grow its reach.

Meanwhile, the agency’s technology and innovation arm (Infront Labs) will also work with the LFP to grow its fan engagement and media offerings through the development and use of new technologies around the league.

Of the new tie-up, Amikam Kranz, senior vice president of media, betting, and technology at Infront, stated: “These new deals are the latest step in our developing partnership with LFP Media and allows them to fully leverage Infront's expertise across media and technology.

“Our comprehensive network and offering aims to enhance the league's international presence and fan engagement, showcasing the synergy between our technology capabilities and commercial rights experience.”

LFP chief media officer Martin Aurenche added: “Aligning and increasing our cooperation with Infront allows us to amplify the global footprint of French football.

“Their approach will no doubt elevate our international presence as well as the viewing experience, reinforcing the league's standing in the international sports landscape.”

Ligue 1 is widely considered one of the top five leagues in Europe in terms of both quality and commercial value.

Despite this, the LFP has struggled in recent years to find suitable media rights deals on both the domestic and international fronts.

Earlier in May, however, the body agreed a deal with Saran Media to manage media rights for Ligue 1, Ligue 2, and the Trophée des Champions in 18 Eastern European and Central Asian markets, precluding those countries from the Infront deal.