Zug, Switzerland, 27 January, 2005 - Infront Sports & Media, the Swiss-based international sports marketing company responsible for global television rights sales and production for the FIFA World Cup™, has announced the purchase of one of Sweden's leading event marketing companies, Swedevent AB, which was founded in 1980.

Infront has acquired a 100% shareholding in Swedevent, which is based in Stockholm. It has plans to restructure, grow and expand the business over the next 3-4 years. Anders Lilius has been appointed as the new managing director of Infront Sweden, where he will work closely with the company's founder, Arne Norberg, as well as the company's key personnel.
 
The acquisition, which is in line with Infront's long-term growth plan to consolidate in key market areas where the company already has a strong track record and links through its core portfolio, will expand the company's existing operations in the Nordic region. Infront already has long-term international marketing partnerships with the International Ice Hockey Federation (IIHF) and the European Handball Federation – both important properties in the Swedish market. Furthermore, the company maintains, as well as successful affiliations in football which will be well-complemented by the addition of Swedevent's portfolio, including the Swedish Ice Hockey and Swedish Football Associations.
 
Successful and well-established, Infront Sweden will enhance the group's existing portfolio and client base going forward. It will also complement Infront by adding expertise in sports hospitality, event management, merchandising and event travel sectors.
 
Infront Sweden will work closely with Infront's office in Finland to build a strong presence across the Nordic region and consolidate leadership as a full-service sports marketing company with ambitions to become market leader. A Nordic management committee will be established with Anders Lilius as Managing Director of Infront Sweden and Mikko Vanni as Managing Director of Infront Finland as well as representation from Infront's headquarters in Zug.
 
Infront believes that Nordic expansion is important to implementing its strategy for winter sports, by positioning it as a leading player in the heart of the winter sports market - the Nordic region represents 23% of the world market share. Together, Sweden (39%) and Finland (14%) make up over 50% of the Nordic sports sponsorship market. 
 
Infront CEO Oscar Frei said: "We welcome Swedevent into the Infront Group, a strong addition to Infront's established Nordic business. We are looking forward to the expertise, clients and services Swedevent is bringing into the group. 'Infront Sweden' starts under its new name as a successful, well-established event marketing company with an excellent reputation in the Swedish market. Our new Swedish counterpart will work closely together with our Infront office in Finland, to make a significant impact on the Nordic marketplace."
 
Anders Lilius commented: "Our new relationship with Infront and the cooperation with our colleagues in Finland will create new ways of co-operating with major sports events in Nordic countries. Together, we will make a very strong team".
 
For further information, please contact:
Infront Sports & Media AG
John Kristick
Tel. +41-41-723 15 15
info@infrontsports.com