The Icon League combines football with entertainment and creator culture, striking a chord with a young, digitally savvy audience. With more than 40 million livestream views last season and sold-out arenas, the format quickly established itself. To take the Icon League to the next level, Infront and 360Media are now joining forces to drive the league’s marketing together. In a joint Q&A, the partners discuss their next steps.
Marco Sautner, Managing Director of Infront Germany
Why is the Icon League an exciting project for Infront?
“The Icon League tells a completely new story in sport. It appeals to people who can’t be reached through traditional formats, but who still have a passion for football. The partnership with the Icon League highlights our focus on new audiences and platforms. It not only complements our portfolio but expands it with a new dimension.”
What do you focus on most in marketing?
“We look first at the substance of a format. The Icon League has clear content, a very active community and high relevance, especially in the digital space. That’s a strong foundation for any brand that wants visibility and takes access to the audience seriously.”
How does a league partnership differ from classic team sponsorship?
“As the league’s marketing partner, we can create targeted offers that go beyond individual teams. A brand that comes in at league level is visible in all matches, anchored in communication, and part of the overall platform. This visibility is much greater and more sustainable compared to a single-team partnership. But team sponsorship also has great potential. Franchise partners actively shape the teams’ future and create strong identification.”
Philipp Schrobenhauser, Infront Team Lead at the Icon League
How do you approach marketing in practice?
“It was important to us not to force the league’s unique features into rigid packages. Brands should be able to integrate credibly and it should feel natural for all sides. The attention is already there, and we make sure it’s used sensibly. Marketing includes classic ad spaces in the arena, on kits and in livestreams, as well as integrated branding in content. This is complemented by a strong storytelling environment, especially through social media and tailored content activations. This creates access far beyond traditional club partnership channels.”
What role does the Infront team play on site?
“Proximity is crucial, especially with a format like the Icon League. Our team will be permanently based in Cologne, where the league’s headquarters and much of the team are located. This keeps us close to developments and allows us to react quickly to market impulses.”
Álvaro Magel, Head of Partnerships at 360Media
What makes the Icon League different from classic sports formats?
“The Icon League reaches a large but sharply focused community. 90% of our viewers are aged between 18 and 34 – so we’re targeting young people who need to be addressed differently. Our communication is based on how this audience consumes media and interacts. That means: no over-commercialised appearances or pre-packaged deals. Instead, we consistently rely on authentic storytelling. One size does not fit all. Our content is insights-driven, designed to speak directly to the community. Nothing is set in stone – we adapt week by week. Each platform has its own experts close to the audience who help decide what we communicate. This flexible, insights-based approach has proven central to our success, backed by tracking and market research. The handling is driven by a young, empowered team, and combined with 360Media’s strong network, it creates fertile ground for sustainable partnerships.”
How do brand partnerships become visible in the Icon League?
“Our aim is not just to make brands visible, but tangible. A partnership always consists of several elements and is thought through 360°. Depending on the partner’s goals, we develop measures together. Active integration in the livestream, on-site activations with personalities, and tailored social formats create a unique place for authentic storytelling. A real highlight last year was a user-generated-content campaign where fans could win a wildcard for the Icon League by posting content.”
What convinced you about working with Infront and what do you expect?
“Infront gives us additional sales power while allowing us to stay true to our individual approach. From the beginning, discussions were constructive and solution-oriented. What I value most is that they listen and want to understand how the Icon League works. We are not selling raw reach but genuine access to a demanding young audience. Combining 360Media’s know-how and closeness to the sport with Infront’s sales power is a promising synergy.”
What will change in the marketing of the Icon League in the future? How big is the growth potential?
“With our combined forces, we expect long-term success in building the Icon League into an established brand. Each stakeholder focuses on their strengths, bringing networks, new ideas and expertise. Existing partners as well as new brands will be supported even more individually and intensively. We are still at the operational beginning, but the league’s momentum is incredible. With each season, not only does our reach grow, but so does the bond with the community. We’re now going full speed into final preparations for Season Three and look forward to everything ahead.”
Founded in 2024, the Icon League is a German indoor football league that fuses sport, entertainment and digital culture. Matches are streamed live on Twitch and feature celebrities from football and entertainment, including David Alaba, Antonio Rüdiger, Franck Ribéry and Luciano. The league is backed by partners including Two Sides, 360Media, Rabona, and investors such as Jürgen Klopp’s family office and Luigi Berlusconi’s venture arm.