ATG Entertainment, previously known as Ambassador Theatre Group, has announced the acquisition of SOM Produce, a leading Spanish theatre production company and venue operator based in Madrid. This marks a significant expansion for ATG into the Spanish market and further solidifies its position as a global leader in live entertainment. This acquisition follows ATG’s recent rebranding, which reflects its diversified offerings across theatre, comedy, and music.

SOM Produce: A Spanish Powerhouse

SOM Produce is renowned for its impressive portfolio, which includes managing five of Madrid’s most iconic theatres: Nuevo Teatro Alcalá, Teatro Rialto, Teatro Nuevo Apolo, Teatro Calderón, and Teatro Amaya. These venues have hosted some of the most successful Spanish-language productions of globally acclaimed musicals, including Mamma Mia!, Matilda, The Book of Mormon, Billy Elliot, West Side Story, Grease, Chicago, and Cabaret. With a reputation for producing high-quality performances, SOM Produce has played a pivotal role in shaping Spain’s theatre landscape.

Strategic Global Expansion

This acquisition is a key milestone in ATG’s strategy to broaden its international footprint. ATG already operates 64 venues across the UK, the US, and Germany. By entering the Spanish market, ATG extends its reach into one of Europe’s most culturally vibrant regions. The addition of SOM Produce enables ATG to leverage a well-established network of venues and tap into Spain’s growing appetite for live entertainment.

Leadership Perspectives

ATG Entertainment’s CEO, Ted Stimpson, expressed enthusiasm about the partnership, stating: “This is an exciting opportunity to further build ATG’s European operations. SOM Produce represents a great cultural fit; we are both very creative businesses, deeply passionate about showcasing great content in landmark venues. This acquisition strengthens our ability to bring exceptional live entertainment to new audiences across Europe.”

Similarly, Marcos Cámara, CEO and Executive Producer of SOM Produce, highlighted the benefits of the acquisition: “This partnership with ATG will help us capture significant opportunities to satisfy the increased demand for theatre and live performances throughout Spain. Our shared commitment to creativity and excellence will drive the industry forward.”

Rebranding and Diversification

The acquisition follows ATG’s rebranding in 2024 from Ambassador Theatre Group to ATG Entertainment, a move designed to reflect its evolving portfolio and commitment to innovation. The rebrand aligns with its mission to deliver high-quality entertainment experiences that span beyond traditional theatre. With SOM Produce now part of the ATG family, the company’s ability to produce, distribute, and manage diverse productions across multiple markets has significantly increased.

Cultural and Commercial Impact

This deal is not only a commercial win but also a cultural one. SOM Produce brings with it a legacy of championing local talent and providing Spanish-speaking audiences with adaptations of internationally celebrated works. The acquisition is expected to foster creative synergies between ATG and SOM Produce, enhancing the quality and variety of productions offered to European audiences.

ATG’s growing global portfolio and SOM Produce’s expertise in the Spanish market set the stage for a dynamic partnership that will expand access to world-class theatre. By integrating SOM Produce’s local knowledge and operational excellence with ATG’s vast resources and international experience, the companies aim to redefine live entertainment in Spain.

Looking Ahead

This acquisition signals ATG Entertainment’s commitment to long-term growth in Europe and beyond. By investing in markets like Spain, ATG is not only broadening its geographical reach but also creating opportunities for creative collaborations and audience development. With an ambitious vision and proven track record, ATG Entertainment continues to position itself as a driving force in the global entertainment industry.