KirchSport is now under the control of chairman and former adidas chief executive Robert-Louis Dreyfus (pictured) who initiated a management buyout of the financially troubled agency a few months ago.
Dreyfus, together with KirchSport CEO Oscar Frei, will introduce the company's new trading name, as it looks to distance itself from previous negative conceptions, as well as providing details of KirchSport's focus and future plans.
KirchSport holds the broadcast rights to the 2006 World Cup as well as a number of other sports rights.
The revamped management board of KirchSport will hold its first major press conference in Zurich this morning at which the firm will unveil its new brand name and strategic business model.
