Infront Acquires Majority Stake in Omnigon
The sports marketer will retain the digital-services provider’s brand and management team
International sports-marketing firm Infront Sports & Media has acquired a 51% stake in Omnigon, a digital-services firm within the sports and entertainment industries. The investment, effective immediately, makes Infront the majority shareholder of Omnigon and follows the successful initiation of a strategic partnership announced in October. The acquisition supports the full deployment of Infront Digital Solutions, providing clients with advanced services across the entire digital ecosystem and value chain from one central source — including strategy and monetization, technology, and content creation.
Omnigon Brand, Management Team To Remain in Place
Complementing Infront’s existing digital-services capabilities, Omnigon will retain its current brand identity and continue to operate as a standalone entity.
The management team, led by CEO Igor Ulis, will remain. Omnigon, headquartered in New York, has 250+ staffers in offices across North America and Europe. The company counts some of the world’s largest brands as partners, including the PGA TOUR, NASCAR, and the Miami Heat. In 2015, Omnigon designed and developed the official Rugby World Cup mobile app, downloaded by millions globally, and launched an all-new Website on behalf of AS Roma last month.
“Our target is to be both a thought leader and a global premium service provider for digital solutions,” says Infront President/CEO Philippe Blatter. “During the initial strategic partnership with Omnigon, it became apparent that the company ideally complements the existing Wanda Sports businesses with its digital know-how and solutions. It is now my pleasure to warmly welcome all Omnigon employees to the Infront Group.
“Supporting clients to leverage and monetize sports consumption across the digital landscape and remain at the forefront of development,” he continues, “we will offer powerful one-stop–shop solutions as well as custom-made products. With our strengthened Infront Digital Solutions unit and service portfolio, we want to drive digital progress, particularly in Europe, North America, and Asia.”
Infront Digital Solutions: Strategy, Technology, Content
Omnigon will contribute its technological and creative expertise to the Infront Group’s digital unit and product portfolio. Precisely, Infront Digital Solutions offers services in three key areas along the digital value chain: overall digital strategy and monetization, creative and technology services, and content delivery. The majority of Omnigon’s services complement the first and the second stream; they will become the key driver of technological solutions within the Infront Group.
A central team operating from the Infront headquarters links all of the company’s digital operations and coordinates the services contributed by the different units within the group. This includes dedicated content, production, and technological expertise, provided through Infront’s digital-media and postproduction department, as well as subsidiaries Host Broadcast Services (HBS) and Omnigon.
“Recent months have fully convinced us that Omnigon fits very well within Infront’s team and culture, its working approach and client focus,” says Omnigon CEO Igor Ulis. “Our current clients can be assured their points of contact at Omnigon and the high-quality level of support and delivery they’ve become accustomed to will remain unchanged. There is tremendous upside as this now means our clients will have access to an even broader service portfolio.
“We are fully convinced,“ he continues, “this step will help us elevate Omnigon to the next level, benefiting from the overall competencies, skills, and network of the Infront Group. We are looking forward to working with Infront in this new capacity, bringing an even stronger value proposition to the sports industry, while supporting new and existing partners in exciting ways.”
In the past few months, Infront and Omnigon have collaborated on several key projects. Work is under way to develop a new app for the German Football Association’s DFB Cup and provide digital services to Lega Serie A. Leveraging Omnigon’s experience from projects with the largest properties in the North American sports market, they will continue working together to design and build scalable, innovative digital platforms that enhance the fan experience everywhere, increasing the loyalty and engagement of the fans while building additional revenue streams for the partners.