The new branding was unveiled at a special ceremony at FIFA House in Zurich where Infront said it intended to boost its interest in winter sports and build up its Asian business to supplement the key deals it already has in place.
Infront's main contract will continue to be the global broadcasting rights to the FIFA World Cup 2006, in addition to a raft of other sporting events such as the German Bundesliga and ice hockey's IIHF World Championship.
The new look company emerged from the ashes of the collapsed German media giant Kirch Group which crashed earlier this year.
Led by ex-adidas chairman Dreyfus, Infront is also looking at the possible acquisition of ISPR, another Kirch Group sports outlet.
