Sony has strengthened its presence in Barcelona with the acquisition of Proactiv Entertainment, a producer of events and immersive experiences founded by the Renna family.
The Japanese multinational, through the Sony Music Masterworks division, has taken a majority stake, without specifying the percentage or the price of the operation. Nicolás Renna, son of the founder, Horacio Renna, will continue to lead the Barcelona office, made up of a team of 38 people.
“Sony will help us grow with much bigger projects around the world. And, at the same time, we will allow the group to have a presence in the event organization sector in Spain”, celebrates Renna, who continues to retain a minority stake in the company.
Proactiv thus opens a new stage 36 years after its birth. Over time, the firm has earned a name in the field of organizing musical and audiovisual events. “We work for a hundred companies such as museums, sports clubs, artists... Among our clients is the Futbol Club Barcelona, the immersive Meet Vincent van Gogh tour, Disney through musicals such as the Lion King or Harry Potter in Concert . and also artists like Juan Luis Guerra, Malú, Dani Martín and Juanes, among others”.
In 2022, the company's turnover was 45 million euros, 70% of them outside of Spain. In addition to the Middle East, Proactiv has a presence in countries such as Mexico, Israel, the United States, Thailand or Chile. In the last five years, he assures that he has sold 2 million tickets. The ebitda (gross profit) is around 10-15% per year.
This year, the company is forecast to exceed 60 million euros in turnover. Renna is confident of accelerating growth after the integration of the operation within the Sony giant. “We are going to have more resources and investment to undertake larger-scale projects and that will help us manage more than one exhibition at a time”, assesses the CEO.
To carry out this expansion, the company is actively recruiting personnel. It has recently incorporated 7 people and this year it plans to continue expanding the structure as new projects are obtained. In addition, Proactiv has signed Miguel Bertrán as general manager of the business, who has extensive experience in the sports sector.