Infront becomes exclusive marketer of Team China

Switzerland-based Infront Sports & Media has became the exclusive marketing partner for the Chinese men's and women's national football teams. The sports company, a marketing partner to the Chinese Super League and its wholly owned subsidiary, Beijing Infront Sports Consulting, signed an agreement with China Football Association that runs through to the end of 2010.

According to the agreement, Infront will work with the CFA on the 2008 Beijing Olympic Games and the 2010 FIFA World Cup in South Africa. It also includes the implementation of a comprehensive technical development plan for the teams in close partnership with the CFA. This will involve recruiting experts in specialized areas such as coaching, nutrition, scouting and mental conditioning. Furthermore, Infront will be responsible for organizing all the home and away friendly matches according to the requirements of the CFA.

The agreement also covers all key aspects of the marketing and technical development of the Chinese men's and women's national teams at all levels, breaking new ground in its approach. On the commercial side, Infront will market all sponsorship (except kit supply), television, new media and image rights.

"Infront has come up with an exciting concept. It is prepared to commit resources not just to the commercial program but to the development of the teams. In other words, it is sharing risks and rewards as a fully committed partner, identifying with the success of Team China in the most profound sense," said Xie Yalong, vice chairman of the CFA, as quoted by Xinhua.

According to Paul Wong, Infront's man in Beijing, the company has been working closely with the CFA in the last three years. "China has the world's largest television audience, rising consumer wealth and a public passionate about soccer. It has been called 'an embryonic superpower of world football', whose market is now an essential part of any forward-thinking brand's global strategy," he said.