Mediapro to rebrand as Imagina in 2027

Mediapro, the Barcelona-based sports media agency, will rebrand as Imagina on January 1, 2027. The transition aims to reposition the company from a firm focused on production and rights distribution to an integrated entertainment group.

Announced during the Sportel conference in Monaco, the rebranding follows a period of leadership changes and commercial challenges, including the loss of domestic LaLiga production contracts and a previous unsuccessful deal with France's Ligue 1. Under the leadership of Carlos Nunez, the company intends to move toward a horizontal service model, offering expertise in audiovisual production, content creation, virtual advertising, data, and social media.

Daniel Chira, head of commercial and rights, noted that the shift reflects a changing media landscape where rights holders are increasingly developing in-house capabilities. The company seeks to act as a collaborative partner rather than managing entire assets. Mediapro remains the agency for LaLiga until 2029 and expects to generate over 100 million euros in free cash flow over the next three years.