GRUP MEDIAPRO, which will become IMAGINA on January 1, unveils SozialFirst, its new digital agency created to help brands, institutions, media outlets and organizations connect with their audiences in an increasingly dynamic and fragmented digital landscape. SozialFirst brings together social media management, analytics, strategic consulting, production and optimization of digital-native content, fan engagement and community growth.
SozialFirst is a bet by GRUP MEDIAPRO, backed by more than 15 years of know-how in social media management and digital content production, as well as in adapting to new consumption formats and connecting audiences with brands.
With that outlook, the new agency combines creativity, strategy, data and knowledge of the different platforms to develop customized content for new digital environments. Its goal is to optimize every piece of content for each channel and audience, and to drive conversation and growth.
For more than 15 years, GRUP MEDIAPRO has delivered projects spanning social media management, digital strategy and content production for major brands, media outlets, institutions and sports organizations. Its clients and projects include LALIGA, Movistar Plus, Amazon Prime Video, Liga F, 3Cat, the Red Cross, the Seville Provincial Council, Metro de Madrid, the Port of Barcelona, the Autonomous University of Madrid and Barcelona City Council, among others.
Another of SozialFirst's key assets is its partnerships with the major social media platforms, notably Meta, YouTube, X, TikTok, Snapchat and Twitch. The Group has forged alliances with the leading digital platforms worldwide.
In recent years, GRUP MEDIAPRO's projects have also earned recognition at leading international events such as Sportel SportsPro Summit, SPIA Asia and TikTok's #ForYouFest, in recognition of their innovation, creativity and ability to develop content tailored to new digital consumption formats.
SozialFirst sets out to become a strategic partner for organizations that want to understand their audiences better, create digital-native content, build their communities and grow in the digital ecosystem.
Website: https://sozialfirst.com/
Imagina Sales (IMAGINA will be the name under which GRUP MEDIAPRO will operate from January 1) will attend MIPCOM Cannes 2026 with a renewed portfolio of content spanning scripted series, feature films, documentaries and entertainment formats, all with strong international appeal. The line-up brings together some of the year’s most significant productions and highlights the company’s growing international footprint in content distribution.
"We arrive at MIPCOM Cannes with one of our strongest and most diverse slates in recent years. This market offers an invaluable opportunity to showcase the international reach of our productions and content, create new business opportunities, and share globally minded stories that reflect the remarkable creative momentum our company is currently experiencing," says Béatrice Nouh, Head of Distribution at Imagina Sales.
Among the key scripted highlights is Forever Home, the adaptation of Graham Norton’s bestselling novel, produced by FilmNation and The Mediapro Studio. Following its premiere on Channel 5, the six-part series has become one of the most talked-about dramas of the season in the UK. Starring Amy Nuttall, Douglas Henshall, Lewis Cope and Jenny Walser, it blends suspense, family drama and unexpected twists to engage a broad international audience.
The slate also includes Muerte en Llanes, a thriller produced by K 2000 and 100 Balas for SkyShowtime, inspired by the investigation into the murder of Asturian councillor Javier Ardines. Starring Javier Gutiérrez, María Vázquez, Isak Férriz and Natalia Verbeke, the series transforms a real-life case that captured national attention into a gripping story of suspense and emotion. It is directed by Gerardo Olivares and based on Jesús Mesas’ podcast Las dos muertes de Javier Ardines.
Another major title is Season 2 of Celeste. The original Movistar Plus+ series, produced by 100 Balas and created by Diego San José, brings back tax inspector Sara Santano, played by Carmen Machi, who this time investigates a professional football superstar. Once again directed by Elena Trapé, the new season expands the ambitions of one of Spain’s most critically acclaimed recent dramas, positioning it as one of the most internationally appealing Spanish series currently in the market.
Among the productions with significant international potential is The Marquise, an ambitious European co-production by Ukbar Filmes and Tornasol Films for RTP and Netflix Portugal, based on the novel by Maria João Lopo de Carvalho. The series tells the extraordinary story of Leonor de Almeida Portugal, Marchioness of Alorna, one of the most influential figures at the Lisbon and Vienna courts in the eighteenth century, through a sweeping tale of love, power and political intrigue with strong appeal for global audiences.
Completing the scripted slate is Barrio Esperanza, a Globomedia series for RTVE created by Iván Escobar and Antonio Sánchez Olivas, which became one of the year’s most successful fiction launches after surpassing a 16% audience share. Starring Mariona Terés, the production blends humor and emotion into a story about education, community and second chances. Bright, contemporary and rooted in universal themes, it has strong potential to connect with viewers across territories.
Films with Global Appeal
In feature films, Imagina Sales will present The End of It, the debut feature from María Martínez Bayona, starring Rebecca Hall, Gael García Bernal, Noomi Rapace and Beanie Feldstein. Premiering in the Cannes Première section of the Cannes Film Festival, the film imagines a future where death is optional and offers an original reflection on the meaning of life.
Also, part of the line-up is Atrápelo quien pueda, a romantic comedy co-produced with Telemundo Studios and Cinépolis, directed by Alfonso “Poncho” Pineda Ulloa and starring Jaime Camil and Natalia Téllez. The film celebrates second chances through a relatable and universal story. The slate also includes I Object, written and directed by Andrew Niccol, an original hybrid of animation and live action that tells the story of a young boy who finds comfort in everyday objects that come to life after the death of his father.
Documentaries and Established Formats
In non-fiction, two very different premieres stand out. SerYo, produced by El Terrat, explores the creative and healing journey of actor Sergio Peris-Mencheta, featuring contributions from Javier Bardem, Penélope Cruz, Helen Mirren and Juan Diego Botto, among others. The documentary will have its official presentation at the Valladolid International Film Festival (Seminci).
Also featured is Winning, focused on José Mourinho’s return to the Real Madrid bench. The sports slate is completed by The Last Duel, chronicling the iconic rivalry between Leo Messi and Cristiano Ronaldo, a rivalry that redefined modern football.
The line-up also includes Connected, a three-part documentary on climate change following the work of Brazilian scientists in Antarctica.
Alongside these new titles, Imagina Sales will showcase some of its most internationally recognized formats, including El Conquistador, Spain’s longest-running adventure reality show; Futuro Imperfecto, Andreu Buenafuente’s successful RTVE programme; El Camping; 400; Atrápame sipPuedes; Yo Sé Más Que Tú; and El Intermedio, now celebrating its twentieth season and firmly established as one of the flagship programmes of Spanish television.
Produced by IMAGINA (currently Grup Mediapro until 31 December) and distributed by A Contracorriente Films, 'Lo Vent' is the new cinematic project from screenwriter and director Marcel Barrena and actor Eduard Fernández, following the success of 'El 47', also produced by the company. The film received more than thirty national and international awards, including five Goya Awards, eight Gaudí Awards, two Forqué Awards and one Platino Award. The film is produced by Javier Méndez and Bernat Elias.
Filming for 'Lo Vent' is taking place on Buda Island, a protected area of exceptional environmental value and outstanding natural beauty located within the Delta de l’Ebre Natural Park, which has been designated a UNESCO Biosphere Reserve.
Eduard Fernández (winner of four Goya Awards) stars as Mateo, a traditional rice farmer deeply attached to Buda Island, a territory located at the easternmost edge of the Ebro Delta and destined to disappear. The Delta, one of Europe's most important wetlands, is under increasing threat from rising sea levels.
The film’s cast also includes Nora Navas (winner of two Goya Awards), Greta Fernández (Silver Shell winner at the San Sebastián International Film Festival), Francesc Orella (winner of two MAX Theatre Awards) and French actor Williams Bulambo, among others.
Shot entirely in Catalan, 'Lo Vent' is, in Barrena’s words: “A story about resilience, legacy, the home we build and our love for the land. It is about people from worlds they believed were opposed, who discover together the strength to fight for what seems impossible. It is also a tribute to the land and our roots, and a celebration of its unique value as a landscape, a source of life and the essence of who we are.”
The screenplay, freely inspired by Gabi Martínez’s book Delta, was written by Marcel Barrena, Mireia Vidal and Coral Cruz.
For 'Lo Vent', Barrena reunites with much of the creative team behind the acclaimed 'El 47', including production manager Carlos Apolinario (winner of the Goya and Gaudí Awards for 'El 47'), director of photography Isaac Vila (Goya and Gaudí nominee for 'El 47'), composer Arnau Bataller (Goya, Gaudí and Spanish Music Awards nominee for 'El 47'), production designer Marta Bazaco (Goya and Gaudí nominee for 'El 47'), head of make-up and hair Karol Tornaria (Goya nominee and Gaudí Award winner for 'El 47'), and costume designers Irantzu Ortiz and Olga Rodal (Goya nominees and Gaudí Award winners for 'El 47'), among others.
'Lo Vent' (The Wind) is made with the major participation of Movistar Plus+ and the participation of RTVE and 3Cat. The film is also supported by the ICEC (Catalan Institute for Cultural Companies).
IMAGINA will become the new corporate name of GRUP MEDIAPRO from 1 January.
GRUP MEDIAPRO has signed an agreement with 34 LALIGA clubs to commercialize LED perimeter advertising, both domestically and internationally, across matches involving 16 LALIGA EA SPORTS clubs and 18 LALIGA HYPERMOTION clubs. The group brings more than 12 years of experience successfully managing virtual advertising at LALIGA stadiums.
The agreement covers a domestic feed for both leagues, plus a separate international feed for the rest of the world (LALIGA EA SPORTS only). It opens the door to a wide range of local and international sponsorship opportunities for clubs, connecting them with global audiences in a truly unique way. The group will also keep pushing to optimize and improve advertising performance for sponsors, offering brands and products a range of ways to feature during LALIGA broadcasts.
Growing fan interest in LALIGA was on full display in the 2025/26 season, which wrapped with 288 million cumulative TV viewers for LALIGA EA SPORTS in Spain and a new all-time attendance record across LALIGA EA SPORTS and LALIGA HYPERMOTION stadiums, drawing a combined 17,535,164 spectators over the course of the season.
LALIGA HYPERMOTION also closed out the 2025/26 season with its strongest TV audience numbers in four years, cementing its place as one of the fastest-growing products in Spanish football broadcasting. The season ended with more than 27.6 million cumulative viewers in Spain, a 59% jump from the previous season.
Brands&Xperiences, GRUP MEDIAPRO's business unit that brings together and drives all of the group's commercial activity with brands and advertisers, will manage the agreement.
The group's four core business areas (audiovisual production services, content creation, sports rights management and Brands&Xperiences) will share a common goal: bringing unique audiovisual and physical experiences to audiences worldwide
The group expects to generate more than €100 million in free cash flow over the next three years, which it will invest in new initiatives during that period
Sergio Oslé, Executive Chairman of GRUP MEDIAPRO, and Carlos Núñez, CEO, announced today at an internal meeting with the company's entire workforce that, following several months of reorganization, the group has returned to a path of growth. The next step is to drive new projects that deliver unique experiences to audiences around the world, funding this growth with more than €100 million the company itself will generate over the next three years. The transformation process will culminate symbolically on January 1, 2027, when GRUP MEDIAPRO becomes Imagina.
Over the first few months under new leadership this year, the company reviewed each of its business areas and carried out a restructuring plan that has secured its footing for the future. With that process complete, the company has brought its resources in line with today's market realities, positioning it to compete and grow again starting this year. The reorganization has freed up enough capital to fund investment in new projects using the company's own resources.
GRUP MEDIAPRO expects to close out 2026 with EBITDA growth of between 50% and 60% versus 2025, having generated positive cash flow, meaning the company will have already returned to growth this year.
A proven growth engine
The group's core business areas, which have driven its rise as an international benchmark in the audiovisual sector over three decades, will remain the engine behind the company: audiovisual production services, content creation, sports rights management and Brands&Xperiences. As Oslé and Núñez explained, all four areas will share one goal: delivering standout experiences worldwide, both audiovisual and physical. Leadership has set a clear mandate for each business area: grow its project count and expand into new countries.
With extensive expertise producing high-quality audiovisual content, GRUP MEDIAPRO ranks among the top five broadcast services companies in the world. For more than 30 years, it has provided production services to leading international sports organizations, including FIFA, UEFA, Concacaf, CONMEBOL, FIBA and the NBA, operates more than a dozen national leagues and major sporting events such as the European Games and the Pan American Games, and delivers more than 4,000 events a year, averaging 11 events a day worldwide.
The group also boasts a wealth of experience managing sports rights, leading the international commercialization of LALIGA's broadcast rights (excluding North America, MENA and India) and the top Concacaf competitions through 2030, along with other competitions such as World Skate and the EuroHockey League. In this area, the group is already working to secure new agreements with emerging sports that will open the door to new countries.
The content division leads Spain in hours produced and ranks among the five largest audiovisual producers in Europe. This division is set to remain another key growth engine for the group, built on a track record that combines production capacity, international talent and a growing global footprint with clients including Netflix, Disney, Movistar Plus, RTVE, Prime Video and HBO Max. Growth here means strengthening its position in the Spanish market while ramping up its presence in Spanish-speaking Latin America, where the group already has a strong foothold. It currently generates more than 120 annual projects across film, scripted series and entertainment, and has established itself among the world's leading Spanish-language content producers.
Mediapro Brands&Xperiences is GRUP MEDIAPRO's unit focused on creating and developing exhibition and museum projects. It also manages the largest advertising inventory in Spanish football and includes a market research department. Mediapro Brands&Xperiences has worked on more than 45 exhibition projects worldwide (the Rafa Nadal Museum, the Barça Immersive Tour, the Torre Latino in Mexico City, the Olympiacos FC Museum in Piraeus, Greece, Unidad: The World's Game for FIFA at Miami's Freedom Tower, and more), has organized more than 300 events (the Latin GRAMMY Awards, the opening ceremony of the 2025 Copa del Rey Final, Ithra Cultural Days, and more), and draws more than 5 million visitors a year to its offerings.
Espai Imagina opens September 21
The group's push into creating, producing and managing next-generation, technology-driven experiential content and formats will find one of its first showcases in Espai Imagina. This new immersive experience center, which GRUP MEDIAPRO will unveil on September 21 in Barcelona, is designed to host some of the most innovative cultural and technological projects around. Its inaugural exhibition, 'Codi Gaudí, the Never-Before-Seen Experience', will let visitors discover, for the first time, buildings Antoni Gaudí envisioned but that were never built and the exhibition is scheduled to become a touring experience to travel the world in the coming years.
Imagina: a name from the past, built for the future
Imagina is the new name GRUP MEDIAPRO will carry starting January 1, 2027, marking the start of a new chapter for the company. The change revives a name the group has used before across its more than 30-year history, reflecting its intent to look ahead while staying grounded in its past.
Working out of its Barcelona production hub, GRUP MEDIAPRO co-produced DAZN Mundial in Spain, the only destination where viewers could watch every match of the FIFA World Cup 2026™. The group's production and content teams delivered more than 350 hours of live programming, coordinating commentary teams across all 104 matches of the tournament. From its Barcelona studios, GRUP MEDIAPRO produced 88 live shows featuring 35 contributors and analysts, including renowned former players and leading sports journalists.
Working in close coordination with GRUP MEDIAPRO, the DAZN team oversaw editorial production and talent selection, hosts, commentators, analysts and reporters, as well as content planning for both the DAZN Mundial channel and the DAZN platform.
The operation included seven production teams deployed across the United States, Canada and Mexico, delivering tailored coverage of nearly 70 World Cup matches and more than 100 on-site productions. The project involved more than 100 GRUP MEDIAPRO professionals, including producers, directors, journalists, technicians and graphic designers. DAZN Mundial was the leading pay-TV channel during June and July.
