Frankfurt/Berlin, Germany — Infront continued its expansion into the esports arena after announcing a new exclusive partnership with PENTA Sports. The world-renowned eSports organisation from Berlin will cooperate with Infront on a long-term, exclusive and global basis.
The partnership sees both parties collaborate across all aspects of sports marketing and covers PENTA Sport's entire portfolio. This includes the teams and events of PENTA, PENTA TV and the unique eSports Performance Centre (ELZ), established and opened in Germany in April 2017.
Manuel Mahlich, CEO of PENTA Sports said: "It is an honour for us to finally welcome one of the biggest sports marketing agencies as a new partner of PENTA Sports after a long preparation time. In the many meetings with Infront, we realised straight away that we had common goals, ideas, and a similar way of thinking. Infront supports amongst others numerous sports clubs worldwide, has the perfect network and enough expertise to take both esports and PENTA Sports to the next level of professionalism. We are very happy to officially be part of the Infront eSports family and look forward to the future."
Reinhardt Weinberger, Managing Director of Infront Germany added: "PENTA Sports clearly belongs to the esports elite and is well-known not only for its national and international success, but also as an attractive lifestyle brand for esports fans worldwide. PENTA also plays a crucial role in the professionalisation and the development of the sport. We are very pleased to work alongside this top esports team and support PENTA with our expertise and network to help it grow and further develop."
The partnership with PENTA is the latest in a string of agreements between Infront and some of esports biggest names.
In December PENTA signed a deal with French smartphone developer Wiko, marking the first time that Infront moved into esports.
This was followed by the launch of FIFA esports team FOKUS CLAN in January in collaboration with STARK eSports.
PENTA Sports is one of the most successful eSports teams in Germany with national- and world champions spread about different genres such as FPS, RTS, MOBA and sport games. With the first eSports training center (ELZ) in Germany PENTA tries to catch up with real sports regarding professionalism, performance improvement and talent scouting. Next to the business as eSports club PENTA hosts professional eSports events and tournaments all over the world. With its experience as a marketing agency and the most innovative movie productions in eSports PENTA is one of the big players in the market right now. Through a lot of eSports achievements and the establishment as a lifestyle brand PENTA Sports is growing fast with gaining a lot new fans!
Infront is a leading sports marketing company managing a comprehensive portfolio of top properties. Infront covers all aspects of successful sporting events, including the distribution of media rights, sponsorship, media production, event operation and digital solutions. Headquartered in Zug, Switzerland, Infront has a team of more than 1,000 staff working from over 40 offices across more than 13 countries, delivering 4,100 event days of top class sport around the world every year. In 2015, Infront was integrated into Wanda Sports Group, part of Chinese conglomerate Dalian Wanda Group.