The Venue Barcelona

What The Venue Barcelona does

The Venue Barcelona is a privately held innovation hub and accelerator established on 9 January 2024 as a joint venture (Unión Temporal de Empresas under Spanish Law 18/1982) by four founding companies — U-Skale Growth Propeller, The Mother Trees Innovation Ecosystem, Ongoing Digital, and B-BRUCE. The entity operates from inside the Anella Olímpica (Olympic Ring) in Montjuïc, Barcelona, comprising the Olympic Stadium (Estadi Lluís Companys) and Palau Sant Jordi, with a co-creation footprint marketed at over 40,000 m². Its core product is a membership-based ecosystem organized around nine branded 'Dynamic Verticals': Music, Sports, Events, FanX, MediaX, B&FX (Food & Beverage), SustainX, Well-BeX, and MobilityX. Member companies — including corporates, startups, and industry partners such as Live Nation (Silver Member), AFYDAD (Bronze Member), and BSM — gain access to co-creation spaces, pilot-testing environments inside the Olympic venues, and an Innovation Service Center that integrates the four founding partners' service lines (performance marketing via Ongoing Digital, brand transformation via B-BRUCE, collaborative open innovation via The Mother Trees' 'Innovation Solution Puzzle' framework, and startup/business acceleration via U-Skale). The legal partner Legal Lab (Toda & Nel·lo) supports the membership framework.

The business model combines recurring membership fees (tiered Silver/Bronze and other levels) with professional-services revenue from tailored co-creation projects, proof-of-concept development, and pilot programs inside the Olympic Stadium and Palau Sant Jordi venues. Go-to-market is application-driven through the venue's website, supplemented by referrals from the four founding companies and the broader partner network. Target customers are split between corporate leaders (for innovation integration and brand transformation) and startups (for acceleration, mentorship, and venue-based pilot validation), with secondary focus on sports and music/entertainment industry players. There is no proprietary technology platform; The Venue Barcelona is fundamentally a physical hub and curated services business, with only Google Analytics disclosed as a technical integration.

Revenue is not publicly disclosed and no funding rounds are recorded. The venture is small — 7 employees — and registered at Calle Pallars 84 in Barcelona with Tax ID F56937568. Strategic activity since founding has centered on partner onboarding across the nine verticals and operationalizing the Innovation Service Center, rather than product launches or capital raises. Operations remain concentrated in Barcelona/Spain, with global partners (e.g., Live Nation) implying latent international reach but no documented international rollout.

Name

The Venue Barcelona

Legal name

U-SKALE GROWTH PROPELLER, S.L., THE MOTHER TREES INNOVATION ECOSYSTEM, S.L., ONGOING DIGITAL, S.L. AND B-BRUCE, S.L., JOINT VENTURE, LAW 18/1982

Website

https://thevenue.barcelona

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

The Venue Barcelona is a privately held innovation hub and accelerator operating inside Barcelona's Olympic Stadium and Palau Sant Jordi complex, connecting corporates, startups, and industry partners across nine verticals (music, sports, events, fan, media, F&B, sustainability, wellbeing, mobility) for co-creation, pilot testing, and proof-of-concept development via a tiered membership model.

Ownership category

akta.pro rank

Product category

Innovation Hub & Business Incubation Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Spectator Sports (7112)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Professional & Major League Stadiums (MPAKAEAA)

akta.pro secondary industries

Convention & Exhibition Center Operations (Expo Halls, Trade Show Venues) (MPAGALAD), Venue & Facility Sponsorship (Naming Rights, Venue Partners) (MPAKALAC), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF)

Keywords

• Innovation hub services
• Startup acceleration programs
• Corporate innovation consulting
• Ecosystem partnership programs
• Business incubation services

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Membership Fees: Tiered membership program (Silver, Bronze, and other tiers) providing companies access to the innovation ecosystem, co-creation spaces, and partnership opportunities within The Venue Barcelona. Members receive benefits including strategic collaborations, accelerated growth support, and access to the Innovation Service Center.
2. Innovation Service Center: Tailored innovation services where The Venue Barcelona helps companies integrate new solutions combining them with existing assets, focusing on fast development and testing. Revenue derived from service fees for co-creation projects, POC development, and collaborative ventures.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

The Venue Barcelona runs an innovation hub and accelerator ecosystem inside Barcelona's Anella Olímpica, providing startup acceleration programs, corporate innovation services, and industry-focused ecosystem activities for the sports, music, and entertainment sectors. It is structured as a joint venture of four founding firms (U-Skale Growth Propeller, The Mother Trees Innovation Ecosystem, Ongoing Digital, and B-BRUCE) that combine to deliver programs, events, and partnership-based engagements on-site.

Product overview

The Venue Barcelona is an innovation hub and accelerator ecosystem structured as a joint venture (Unión Temporal de Empresas) among four founding partners: Ongoing Digital (performance marketing), B-BRUCE (dynamic branding/brand transformation), The Mother Trees (collaborative open innovation via the 'Innovation Solution Puzzle' methodology), and U-Skale (business development and growth acceleration). The ecosystem also includes Legal Lab/Toda & Nel·lo (legal services) and BSM (venue operations by Barcelona de ServeisMunicipals). The platform operates from the Anella Olímpica (Olympic Stadium & Palau Sant Jordi) in Montjuïc, Barcelona, featuring a 9,000+ m² Innovation Sandbox for co-creation and pilot testing. The offering centers on connecting startups, corporations, and industry pioneers across nine Dynamic Verticals (Music, Sports, Events, Fan Engagement/FanX, Media/MediaX, Food & Beverage/B&FX, Sustainability/SustainX, Wellbeing/Well-BeX, and Mobility/MobilityX), providing strategic collaborations, accelerated growth opportunities, co-creation spaces, and access to resources. The Innovation Service Center tailors involvement for specific projects or collaborative ventures, integrating the four partner services into a unified innovation value proposition.

Differentiator

Problem solved

Functional benefit

Products and services

• Startup Acceleration Programs Structured accelerator programs for early-stage startups operating in or targeting the sports, music, and entertainment industries, delivered from the Olympic Ring venue with support from the four founding partners.
• Corporate Innovation Services
• Sports Industry Innovation Programs
• Music & Entertainment Industry Innovation Programs
• Ecosystem Events & Venue Activation

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

17 partnerships are on record, tiered core, secondary and supporting.

• Ongoing Digital, S.L.coreStrategic or Co-development Partner · 9 January 2024Founding member providing performance marketing services. Specializes in leveraging data-driven strategies to optimize solutions and experiences through performance marketing, amplifying consumer and audience engagement.
• B-BRUCE, S.L.coreStrategic or Co-development Partner · 9 January 2024Founding member and brand transformation partner that boosts business of the most innovative companies through strategy, design, and technology. 'Shapeless brands to shape the world.'
• The Mother Trees Innovation Ecosystem, S.L.coreStrategic or Co-development Partner · 9 January 2024Founding member spearheading collaborative open innovation. Their unique approach, the 'Innovation Solution Puzzle', brings together diverse solutions to solve complex challenges fast and sustainably.
• U-Skale Growth Propeller, S.L.coreStrategic or Co-development Partner · 9 January 2024Founding member and catalyst for startup and business acceleration. Provides methodology, tools, resources, and mentorship to propel businesses towards sustainable success.
• Live NationcoreStrategic or Co-development PartnerSilver Member and the world's leading live entertainment company comprising Ticketmaster, Live Nation Concerts, Artist Nation Management and Live Nation Media/Sponsorship. Last year entertained 250 million fans with 180,000 events in 44 countries worldwide. Provides access to global live entertainment industry connections and expertise.
• AFYDAD (Spanish Association of Manufacturers and Distributors of Sporting Goods)coreStrategic or Co-development PartnerBronze Member. Brings together more than 100 companies and 250 sports brands. Founded in 1968, it promotes competitiveness in the sector with specialized services and represents their common interests. Provides connection to the Spanish sports industry.
• Barcelona Music Tech HubsecondaryStrategic or Co-development PartnerPromotes and fosters a community of over 85 professionals, start-ups, and investors in the music technology industry with the aim of generating synergies and encouraging innovation, investment, knowledge, and digital transition in the sector.
• A-ChampssecondaryStrategic or Co-development PartnerInnovative technology increasing the value of training via multisensory stimulation with light, sound, and vibration. Creates innovative and interactive training solutions based on the premise that performance improves when training brain and body together.
• MachpointsecondaryTechnology or IntegrationSoftware that allows management of all aspects of a sports center. Designed for private clubs, sports centers, high capacity centers or small sports facilities.
• WevolysecondaryStrategic or Co-development PartnerA members-only ecosystem enabling global athletes to independently manage their careers and unique lifestyles within a supportive community. Founded by Jori Davis, a 10-year professional basketball player.
• Talent PassportsecondaryStrategic or Co-development PartnerCreative hub that drives innovation and talent growth, connecting corporations, startups, and entrepreneurs to maximize and generate talent acquisition opportunities. Operates in sports, music industry, entrepreneurship, culture, entertainment, and gastronomy.
• Be-Brand (Break Event)secondaryTechnology or IntegrationThe definitive AI tool for making decisions in the music industry. Reduces uncertainty by providing the most valuable information about next concerts.
• ChiquitaSportssecondaryStrategic or Co-development PartnerDynamic platform connecting athletes and sports enthusiasts with top-quality training resources, coaching, and community events. Focused on promoting active lifestyles and sports development.
• TūwāsecondaryStrategic or Co-development PartnerSustainable sports tourism in Barcelona. Creates unique experiences for groups and leads circular projects to maximize local resources and bring value to the community.
• Fritz-KolasecondaryStrategic or Co-development PartnerCraft kola and soda company with vision to spread Fritz-Kola globally, bottle by bottle, neighborhood by neighborhood, and become #1 craft kola in glass bottles.
• Legal Lab (Toda & Nel·lo)supportingImplementation/ SI/ Consulting PartnerMultidisciplinary and independent law firm providing legal solutions for complex matters. Acts as the legal partner providing legal services to members of the innovation center, ensuring solid legal framework for all initiatives.
• BSM (Barcelona de Serveis Municipals)coreStrategic or Co-development PartnerMunicipal services company that improves quality of life by generating positive experiences to build a healthy Barcelona. Creates unique experiences in iconic spaces with cultural, educational, and recreational activities. Leaders in sustainable mobility.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Barcelona Tech City: Barcelona-based private non-profit tech hub bringing together the local tech ecosystem, corporates and startups in the 22@ district. Direct comparison: both operate innovation hubs in Barcelona targeting corporates and startups, but Barcelona Tech City is a broader tech/real-estate cluster rather than a venue-embedded innovation ecosystem.
• The Factory Berlin: Berlin-based innovation campus and corporate-startup community combining co-working, accelerator programming and corporate partnerships. Direct comparison: both are physical innovation hubs targeting corporates and startups with multi-vertical programming, but The Factory is in Berlin rather than Barcelona and lacks the iconic-event-venue integration.

Direct peers

• Mass Challenge: Global non-profit startup accelerator with programs in multiple countries that runs equity-free cohorts connecting startups with corporate partners and mentors. Direct comparison: both deliver accelerator programming, corporate-startup matchmaking and cross-vertical cohorts, though Mass Challenge is a program-led model without an embedded physical venue.
• Station F: World's largest startup campus located in Paris, hosting thousands of startups, multiple accelerator programs and corporate innovation partners. Direct comparison: both are large physical innovation hubs providing co-creation space, multi-vertical programming and corporate-startup matchmaking, though Station F operates a much larger facility without the specific sports/live-event venue integration.
• Plug and Play Tech Center: Silicon Valley-based innovation platform operating corporate-startup accelerator programs across multiple verticals including Sports, Brand & Retail, and Media. Direct comparison: both run multi-vertical accelerator ecosystems that connect startups with large corporate members and curate POCs, though Plug and Play is a global network while The Venue Barcelona is anchored at a single iconic venue.
• LaLiga Tech / LaLiga Innovation Hub: Sports industry innovation and venture arm of LaLiga, providing sports-tech startups with access to clubs, venues and athletes for piloting. Direct comparison: both specifically target SportsTech, Fan Engagement and venue-side innovation, but LaLiga Tech is anchored to a sports league whereas The Venue Barcelona is anchored to a physical venue complex.

Broad incumbents

• Techstars: Global accelerator network running vertical-specific programs (including sports, music and entertainment) with corporate partners. Direct comparison: both provide accelerator programming and corporate-startup matchmaking across verticals, though Techstars is a global program franchise rather than a venue-anchored hub.

Emerging players

• Antler: Global early-stage venture firm and accelerator with a presence in Barcelona running cohort-based startup programs with corporate partners. Direct comparison: both engage Barcelona-based founders and corporate partners, but Antler is a cohort/program model without a dedicated iconic venue.
• Pier 70 / The Foundry at Galvanize (campus model): Innovation campuses combining co-working, accelerator programs and corporate-startup engagement in a single physical site. Direct comparison: both monetize physical real estate as an innovation platform, though WeWork/Galvanize operate broader flexible-workspace campuses rather than a venue-embedded innovation hub.
• Spotify The Studio / Music Tech Innovation Programs: Music-industry innovation initiatives (including Spotify's startup engagement programs and the Barcelona Music Tech Hub) that connect music-tech startups with industry players. Direct comparison: both engage the Barcelona music-tech ecosystem, but The Studio operates within a single platform company rather than as a multi-vertical venue hub.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/thevenuebarcelona

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 The Venue Barcelona