Infront unveils new merger’s brand identity to boost digital offering

The Infront sports marketing company has officially launched the new ‘Infront X’ brand identity – a merger between the agency’s Infront Lab and its digital media solutions operation iX.co – which aims to form a ‘full-service digital powerhouse for the sports industry’.

Unveiling its new identity, Switzerland-based Infront stated that the ‘new brand matches a more targeted approach to services and solutions for sports organisations globally’. It also added that the project will drive product development ‘with a greater focus than ever before’.

Last year, Infront announced that it would bring together Infront Lab and iX.co, with the joint entity initially trading under the iX.co moniker.

It has also been confirmed that Christian Mueller, who previously served as Infront’s Senior Vice-President, People, Innovation and Corporate Services, will continue in his role as CEO, following his appointment in December.

“This new identity and strategy unites Infront’s digital capabilities and experience under one roof to align with the immediate and long-term needs of our partners,” Mueller explained. 

“Remaining nimble with the solutions we offer potential clients at all stages of their digital journey is crucial and Infront X will provide the most up-to-date services whilst also having one eye on the trends the industry will face in the future.”

Furthermore, Mueller will be joined by CFO Krishnan Ramachandran and Managing Directors Philip Sharpe – who has held numerous management positions in digital businesses including over a decade at Turner Sports – and Damian Browarnik, who assumes the role of Chief Innovation Officer.

Having launched in May 2019, iX.co combines the digital media and solutions business of iX.co with Infront Lab’s sports tech research and development unit into a full-service digital powerhouse for the sports industry.