What SOM Produce does

ATG Entertainment (operating under the related brand SOM Produce) is a Madrid-based live entertainment company that produces, licenses, and presents Broadway-caliber musical theater in Spain and the United States. The company operates three owned theatrical venues in central Madrid — Teatro Rialto, Nuevo Teatro Alcalá, and Teatro Apolo — and runs an 18-venue US events division called ATG Live, launched in April 2026 with backing from private equity firm Providence. Its production slate spans exclusive Spanish-language runs of major licensed Broadway titles including Mamma Mia!, Los Miserables (currently a 40th-anniversary production), The Book of Mormon, Wicked (premiered October 2025), and Dear Evan Hansen, alongside original Spanish theatrical works such as La Función Que Sale Mal (in its 8th season) and Carmina Burana (staged with La Fura dels Baus).

The company's commercial infrastructure rests on a proprietary ticketing platform (atgtickets.es), supplemented by third-party distribution through Atrápalo and Entradas.com and direct venue box office sales. Ancillary operations include SOM Academy, a musical theater training school providing a talent development pipeline, and Fundación SOM Produce, a foundation supporting the performing arts community. Revenue is generated almost entirely through ticket sales (transaction-fee model) to individual consumers attending live productions and events; no enterprise customers, sponsorship structures, or subscription pricing are disclosed in the source materials. The company was founded in 2011, is privately held, and operates with a headcount of 51-100 employees from its Madrid headquarters.

ATG Entertainment's go-to-market is event-driven, anchoring audience demand around exclusive Broadway licensing rights, prime Madrid venue locations, and a multi-channel marketing approach combining its owned digital platform, third-party ticket resellers, and customer review signals on Google. The April 2026 launch of ATG Live marks a structural shift from a Spanish-dominant operator to a transatlantic live entertainment platform, with Providence's PE backing suggesting further inorganic expansion is likely. The relationship between the ATG Entertainment operating entity and the SOM Produce foundation indicates an integrated organizational structure spanning commercial productions, training, and philanthropy.

Name

SOM Produce

Legal name

ATG Entertainment

Website

https://somproduce.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

ATG Entertainment (SOM Produce) is a Madrid-based live entertainment company that operates three owned theaters in Spain and an 18-venue US events division (ATG Live), producing licensed Broadway musicals and original theatrical productions for live audiences, backed by Providence private equity.

Ownership category

akta.pro rank

Product category

Live Theatrical Entertainment

NAICS

Theater Companies and Dinner Theaters (711110), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

akta.pro primary industry

Broadway & Commercial Theatre Productions (MPAGABAA)

akta.pro secondary industries

Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC)

Keywords

• Theatrical production services
• Live entertainment venues
• Broadway musicals
• Performing arts training
• Live event ticketing

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Ticket Sales: Primary revenue stream from selling tickets to live theatrical productions and events across ATG Entertainment venues in Spain (Teatro Rialto, Nuevo Teatro Alcalá, Teatro Apolo) and newly launched US venues.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels3 records

Core offering

SOM Produce (doing business as ATG Entertainment) produces and presents licensed Broadway musicals and theatrical productions at three owned venues in Madrid (Teatro Rialto, Nuevo Teatro Alcalá, and Teatro Apolo). The company also operates SOM Academy, a musical theater training school, and ATG Tickets, a proprietary online ticketing platform. It recently expanded into the US market through ATG Live, a dedicated concerts, comedy and events division operating across 18 US venues.

Product overview

ATG Entertainment operates a platform of theatrical venues and Broadway-caliber musical productions in Spain. The portfolio centers on three Madrid venues (Teatro Rialto, Nuevo Teatro Alcalá, and Teatro Apolo) hosting licensed Broadway productions including Mamma Mia!, Los Miserables, The Book of Mormon, Wicked, and Querido Evan Hansen. The company also operates SOM Academy for performer training, ATG Tickets for ticketing, and a new ATG Live division for concerts and events across 18 US venues.

Differentiator

Problem solved

Functional benefit

Brands

• SOM Academy: Musical theater school/training academy operated by the company
• ATG Live
• ATG Tickets
• Fundación SOM Produce

Products and services

• Mamma Mia! Licensed Broadway musical featuring the songs of ABBA; produced in Spanish-language adaptation for Spanish audiences and touring across major Spanish venues.
• Los Miserables Long-running musical based on Victor Hugo's novel; presented in Spanish at Teatro Apolo in Madrid.
• The Book of Mormon Award-winning Broadway musical by the creators of South Park; produced in Spanish for audiences in Madrid and touring Spain.
• Wicked Broadway phenomenon musical telling the untold story of the witches of Oz; premiered in Spain at Nuevo Teatro Alcalá from October 2025.
• Querido Evan Hansen (Dear Evan Hansen) Award-winning Broadway musical about a young man with social anxiety; playing at Teatro Rialto in Madrid from October 2025.
• La Función Que Sale Mal Comedy play about an amateur theater group whose mystery production goes wrong; currently in its 8th season.
• Carmina Burana Spectacular staging of Carl Orff's cantata combined with the staging style of La Fura dels Baus.
• Teatro Rialto Owned theatrical venue in Madrid hosting Broadway productions and other live performances.
• Nuevo Teatro Alcalá Major owned theatrical venue in Madrid hosting large-scale musical productions including Wicked.
• Teatro Apolo Historic owned theatrical venue in Madrid hosting musical productions including Los Miserables.
• SOM Academy Musical theater school/training academy offering training in singing, dancing, and acting for aspiring performers.
• ATG Tickets Proprietary online ticketing platform enabling ticket purchases for all ATG Entertainment venues and productions.
• ATG Live Dedicated concerts, comedy and events division operating across 18 US venues, backed by Providence private equity.

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Live Nation Entertainment: Global live-entertainment giant operating Ticketmaster, concert promotion, venue ownership, and artist management. Comparable as a venue-and-promoter platform and the primary incumbent ATG Live must compete against in the US.
• AEG Presents: Anschutz Entertainment Group's live-events division operating festivals, concert promotion, and venue management (including The O2, Staples Center). Overlaps with ATG Live's concerts/comedy/events positioning in the US.
• Madison Square Garden Entertainment: US-based venue operator and live-entertainment producer (MSG Sphere, Radio City Music Hall). Comparable as an integrated venue-and-content operator focused on premium live experiences.
• Cirque du Soleil Entertainment Group: Large-scale live-entertainment producer creating original resident and touring shows. Comparable as a global theatrical production company operating at scale across multiple venues and markets.

Direct peers

• Stage Entertainment: Amsterdam-based pan-European theater producer and venue operator (Germany, Netherlands, Spain, France, UK) producing local-language adaptations of Broadway musicals and operating owned venues — directly comparable in business model to ATG's Spanish theatrical operation.
• Broadway Across America: North America's leading presenter of touring Broadway productions across a network of presenting venues. Comparable to ATG's touring Broadway business (e.g., Mamma Mia! and Book of Mormon Spanish tours) and its licensed Broadway model.
• Ambassador Theatre Group (ATG): Originally UK-founded global theater operator and producer with ~60+ venues across the UK, US, and Germany; presents Broadway/West End productions and operates a ticketing platform. The closest structural twin to ATG's owned-venue + ticketing + Broadway-production model.
• The Really Useful Group: Andrew Lloyd Webber's production company producing and licensing global stage musicals (Phantom, Cats, Evita). Comparable as a content owner/licensor of globally touring musical IPs that ATG licenses from.
• Nederlander Organization: Family-owned US theater operator and producer with owned venues on Broadway and in regional markets, plus a touring/producing arm. Comparable as an integrated venue owner and Broadway producer.

Emerging players

• Fever: Madrid-born live-experiences discovery and ticketing platform operating experiences across 40+ countries. Comparable as a Spain-originated live-entertainment player expanding into international markets and adjacent to ATG's ticketing and experiences ambitions.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SOM Produce