From data management to phygital experiences and branded content, Infront Italy’s Digital Factory combines technology and expertise to enhance sponsorships and strengthen the connection between brands and sports communities
In today’s sports business landscape, visibility alone is no longer enough. The challenge is to build direct, engaging and measurable relationships with fans and sports enthusiasts. Against this backdrop, Infront Italy is expanding its digital offering through a strategy that combines technological expertise, data activation and content, with the aim of transforming sponsorships into integrated marketing opportunities.
At the heart of this approach is the Digital Factory, developed through the integration of specialised expertise and partnerships with companies such as Epico Play and The Newco.
A Network Reaching 16 Million Fans and Sports Enthusiasts Online
Infront’s digital ecosystem reaches 16 million fans and sports enthusiasts online, spanning nine football clubs – Lazio, Cagliari, Genoa, Udinese, Lecce, Hellas Verona, Salernitana, Vicenza and Catania – as well as Lega Basket Serie A (LBA), the Lega Basket Femminile (LBF), the Italian Winter Sports Federation (FISI) and the Italian Cycling Federation (FCI).
This ecosystem underpins an integrated offering that includes websites, native apps, Customer Data Platforms (CDPs), membership and loyalty programmes, interactive in-stadium experiences, digital advertising and branded content. This approach enables Infront to engage fans across multiple touchpoints, enhancing the relationship between sports properties, sponsors and audiences.
From Branded Content to Fan Engagement
A concrete example is “Protein Talk”, the vodcast developed in collaboration with Amadori and Lega Basket Serie A, distributed across the brand’s, LBA’s and Sky Sport’s channels. The project culminated in a live experience during the Final Eight in Turin, featuring basketball legends such as Carlton Myers, Predrag Danilović and Dino Meneghin.
The initiative demonstrates how original content can extend the value of a sports partnership by bringing together communication, entertainment and audience engagement.
“Today, the value of a sports sponsorship is no longer measured solely by brand visibility on the field, but by the ability to create meaningful, relevant and measurable connections with fan communities and sports enthusiasts. Through our Digital Factory and collaborations with companies such as Epico Play and The Newco, we offer access to a network of 16 million people and an integrated range of solutions combining technology, data, content and engagement experiences. Our goal is to transform sports rights into tangible opportunities to connect with audiences and drive business growth,” says Alessandro Giacomini, Managing Director of Infront Italy.