The Lega Calcio, the governing body of Serie A and B, has appointed Infront Sports & Media as its exclusive advisor in exploiting the national and international media rights for all its properties including the top-flight, starting from the 2010-11 season.
On Tuesday, this decision was unanimously ratified by the Italian football league's assembly.
The company will consult with the Lega Calcio in centralising the distribution and marketing of all audiovisual rights for six years.
"This is an historic agreement for us, the beginning of a new era for Italian football," commented Lega Calcio President Antonio Matarrese. "The Lega's Assembly is to be congratulated on its careful analysis of the various highly competitive proposals.
"All the clubs agreed that the Infront offer not only provides strong financial guarantees but also best meets the needs of both Serie A and B and the interests of Italian football as a whole."
"As in a good marriage, we are looking forward to building a relationship with Infront based on mutual trust, respect, loyalty and shared objectives and working with Infront Italy's President Marco Bogarelli, Andrea Locatelli and Philippe Blatter and their experienced support teams," Matarrese concluded.
Back in January the Italian government gave the green light for the Lega Calcio to collectively sell their television rights, beginning with the 2010-11 season.
Sports Minister Giovanna Melandri said at the time that the bill would even the gap between the richer and poorer clubs in the top-flight, as since 1999 clubs were able to negotiate their own rights.
The Swiss-based marketing company will now help sell the rights domestically and internationally on behalf of the Lega and the President of Infront Italy, Marco Bogarelli said: "We are delighted with this result, which we see as recognition of our long experience in the management of media rights to major sports properties, both in Italy and on a worldwide basis."
Infront's President and CEO, Philippe Blatter, added: "We are very happy that our proposal to the Lega Calcio has been fully accepted by all delegates of the League's Assembly. This appointment is a major expansion of the Infront Group’s current business portfolio and we will combine all our comprehensive media and consulting capabilities to meet this exciting challenge."
Source: Infront Sports & Media