Infront chiefs have agreed a deal to acquire 100 per cent of the shares of the Frankfurt firm. The agreement is now being reviewed by Germany’s national merger control authority.
DSM Sportwerbung, founded in 2005, is the former sports advertising unit of DSM Deutsche Städte-Medien. DSM is one of the leading companies in the stadium advertising industry, with a reputation dating back for 30 years.
It currently markets the stadium advertising rights of four clubs of the German Bundesliga, including three of the top eight clubs: Werder Bremen (Weser Stadion), FC Schalke 04 (Veltins Arena), VfL Bochum (rewirenergie Stadion) and Hansa Rostock (Ostseestadion).
Said Philippe Blatter, President and CEO of Infront: “The acquisition of DSM further strengthens the Infront Group’s position in the business of football ground advertising; already an established business for us. We look forward to a long-term partnership with DSM’s client clubs and their commercial partners and we are confident that we will be seen as a valued partner who will continue to deliver innovative solutions and first-class results,”
The acquisition of DSM is part of Infront’s long term strategy to build on its expertise in selected areas – such as soccer – and to become the market leader in key sectors. Germany is already a major market for Infront and this acquisition adds further to its portfolio and service offering.
The company's marketing rights portfolio in football already includes a long-term partnership with the German Football Federation (DFB) and marketing and/or media rights to many other national football associations and clubs in Europe.
The key management of DSM, including managing director Reinhardt Weinberger, will remain in place as part of the integration into the Infront Group.
