GRUP MEDIAPRO To Rebrand as Imagina in 2027

The company aims to be more horizontal and not vertical' in managing sports rights and producing events

GRUP MEDIAPRO has begun charting a new course that includes a new brand, Imagina. Beginning in January, the rebrand is designed to spur new thinking and a new attitude internally while also encouraging customers to broaden their thinking as to how Imagina can help them do everything from managing sports rights to producing events better and more efficiently.

Rightsholders today are building more capabilities and understanding how they can better exploit their rights instead of just leaving them in one house, explained GRUP MEDIAPRO Head of Commercial and Rights Daniel Chira in announcing the move at a presentation at SPORTEL Monaco this month. What we want to do is collaborate and see how we can regionalize product, exploit our production capabilities, and tell stories.

Daniel Chira (left) and Xavi Perez of MEDIAPRO discussed the company's impending name change to Imagina as well as a new course for 2027.Joining Chira on the stage, Head of Strategy and Operations Xavi Perez added, There have been some challenging times for MEDIAPRO over the last year. We wanted to highlight to everyone here that MEDIAPRO is here more than ever and that the troubled times are behind us. There has been some restructuring, but, the people that are here, we are here for you now to help with all the needs you have.

Much has changed in the production and rights marketplace in recent years, Chira noted, and the change to Imagina will allow staff and clients to be more cognizant of the need to think differently. It's not just, Hey, I'm producing games. It's, Hey, this is what we want to do. We want to imagine new things and bigger things and how we can go beyond sports. At the end of the day, we're an entertainment company, and we want to bring content to the world.

The transition includes changing how MEDIAPRO works internally. Each project will now get dedicated project managers who can ensure that the right corporate offices and assets are involved. If a client wants to grow their spot in South America, said Chira, we speak with the Argentina office. The aim is to make the company more horizontal and not vertical, with information moving faster between units.

Smaller properties show that the model can flex. We can represent big brands, big companies, or Euro Hockey, Perez said, describing the sport as a very good example of what MEDIAPRO can do because the company produces its events, works on sponsorship deals, and sells its media rights. The company also has a worldwide distribution deal for the Chinese Super League.

Both executives returned to the same point: MEDIAPRO's edge is the breadth of what it can offer in one place, across many markets.

Citing the group's offices in the U.S., Mexico, Argentina, and Singapore, Chira said the footprint lets Mediapro exploit its reach into a more global collaboration and add more value to the rights it represents.

Perez noted that MEDIAPRO's Broadcast Media Services unit produces for leagues, including those of Belgium and Portugal, and shows a key strength in that segment. Other units cover events, virtual advertising with La Liga clubs and stadiums, data, content creation, and the recently launched Social First.

We try to cover all the different units the rightsholders would have interest in, he said, to be one strategic partner and a reference for all the needs of the rightsholders.

LINK:	https://www.sportsvideo.org/2026/10/30/grup-mediapro-to-rebrand-as-ima...
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