Proactiv
Proactiv Entertainment is a Barcelona-based live entertainment producer and promoter producing Broadway musicals, immersive exhibitions, and music concerts across Europe, the Middle East, and Asia-Pacific via its proprietary Mitaquilla.com ticketing platform.
- Company typePrivate
- Founded1990
- HeadquartersBarcelona, Spain
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Proactiv does
Proactiv Entertainment (legal entity: PROACTIV SL, NIF B59343673) is a Barcelona-based live entertainment producer and promoter, founded by Horacio Renna approximately 35 years ago (registered 1987/1990 across filings). The company operates as a vertically integrated producer-promoter across three core product lines: Live Shows (Broadway and West End musicals such as Hamilton, The Lion King, Les Misérables, and Matilda), Location-Based Entertainment and Exhibitions (Mundo Pixar, Titanic: The Official Exhibition, Harry Potter: The Exhibition, Christmas Garden, Bubble Planet), and Music Concerts and Tours (Andrea Bocelli, Ricky Martin, Maluma, Hans Zimmer, John Legend, Ludovico Einaudi, Michael Bublé). It holds long-running licensing relationships with tier-1 rights holders including Feld Entertainment (Disney On Ice for ~35 years), WWE, Warner Bros. Discovery Global Experiences, Nickelodeon, and Hamilton's producers, and runs co-production partnerships with CineConcerts, Gestmusic, Exhibition Hub, and Musealia among others.
The company's technology stack centers on Mitaquilla.com, a proprietary ticketing and distribution platform launched in 2021 to control pricing, distribution, and sales across its events while building a direct audience relationship. Operational infrastructure consists of offices in Barcelona (registered headquarters at Aribau 168-170), Madrid (Paseo de la Castellana 202), Dubai (Mangrove Quarter, Expo City, regional HQ for the Middle East), Abu Dhabi, Qatar, and Singapore (regional HQ for Asia-Pacific). It operates a hybrid B2B/B2C go-to-market combining rights holder co-production, brand and tourism partnerships (Visit Qatar, Miral), venue partnerships (Etihad Arena, Movistar Arena, Palau Sant Jordi, QNCC), and direct-to-consumer ticketing through Mitaquilla.com plus third-party platforms.
Revenue is generated across four streams: (1) ticket sales and distribution fees via Mitaquilla.com and partner platforms, (2) event production and co-production fees from international tours and exhibitions, (3) promotion and marketing services to artists and rights holders, and (4) licensing royalties and partnership economics with major international brands and IP owners. Documented cumulative attendance spans the millions across long-running titles (1.2M+ Christmas Garden visitors, 2.5M+ Mundo Pixar tickets, 700,000+ on the Dante Gebel tour). The company is privately held, founder-controlled, with no disclosed institutional investors, funding rounds, or M&A activity in the source material.
Proactiv firmographics
Firmographics- Name
- Proactiv
- Legal name
- PROACTIV SL
- Website
- https://proactiventertainment.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Proactiv Entertainment is a Barcelona-based live entertainment producer and promoter producing Broadway musicals, immersive exhibitions, and music concerts across Europe, the Middle East, and Asia-Pacific via its proprietary Mitaquilla.com ticketing platform.
- Ownership category
- akta.pro rank
Proactiv industry classification
Industry- Product category
- Live Entertainment Production & Promotion
- NAICS
- Performing Arts Companies (7111), Promoters of Performing Arts, Sports, and Similar Events without Facilities (71132)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)
- akta.pro secondary industry
- Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL)
Keywords
Where Proactiv is headquartered
LocationHeadquarters
- HQ city
- Barcelona
- HQ country
- Spain
- HQ region
- Europe
Offices6 records
Markets served
Proactiv business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Ticket Sales & Distribution: Revenue generated through ticket sales for live events, concerts, exhibitions and shows. Managed through proprietary platform Mitaquilla.com and third-party ticketing partners.
- Event Production: Revenue from producing and co-producing entertainment formats including live shows, musicals, concerts and immersive exhibitions that travel across markets and scale internationally.
- Promotion & Marketing Services: Revenue from promoting shows, artists and experiences, building visibility, relevance and demand across markets through strategic campaigns and market positioning.
- Licensing & Brand Partnerships: Revenue from partnerships with major international brands and IPs including Disney, WWE, Warner Bros., Hamilton, and others to bring licensed entertainment productions to market.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Proactiv product offering
Product offeringCore offering
Proactiv Entertainment produces and promotes large-scale live entertainment events including musicals, plays, concerts, and immersive exhibitions across Europe, the Middle East, and Asia-Pacific. The company operates as both producer and promoter, leveraging long-standing licensing partnerships with major entertainment brands such as Disney, WWE, and Warner Bros. It also operates Mitaquilla.com, a proprietary direct-to-consumer ticketing platform for its productions.
Product overview
Proactiv Entertainment is a live entertainment producer and promoter with over 35 years of experience creating large-scale shows, immersive exhibitions, and music concerts. The company operates three core product categories: Live Shows (musicals, plays, and theatrical productions including Hamilton, The Lion King, Les Misérables, and Matilda), LBE/Exhibitions (immersive experiences including Mundo Pixar, Space Discovery, Christmas Garden, Bubble Planet, and Titanic Exhibition), and Music Concerts (featuring international artists like Hans Zimmer, Andrea Bocelli, and Maluma). The company also operates Mitaquilla.com as its proprietary ticketing platform for managing event sales and distribution. Proactiv serves as both producer and promoter, bringing major international licenses (Disney, WWE, Harry Potter franchise) to European, Middle Eastern, and Asia-Pacific markets through offices in Barcelona, Madrid, Dubai, and Singapore.
Differentiator
Problem solved
Functional benefit
Products and services
- Live Shows Theatrical category including musicals, plays, and family theatrical productions (e.g., Disney On Ice, Hamilton, Peppa Pig's Adventure, Mundo Pixar) produced and promoted by Proactiv for consumer audiences across its operating territories.
- Location-Based Entertainment (LBE) Exhibitions Immersive exhibitions and location-based entertainment experiences — including branded exhibitions (e.g., Titanic: The Official Exhibition, The Berlin Wall Exhibition), light trails, and franchise-based shows (e.g., Harry Potter Film Concert Series) — produced and promoted by Proactiv for consumer audiences.
- Music Concerts and Tours Music concert productions and multi-city tours produced and promoted by Proactiv across Europe, the Middle East, and Asia-Pacific, encompassing pop, rock, classical, and franchise-based concert formats.
Companies that use Proactiv
Customer profileNamed customers15 records
Segments5 records
Ideal customer profiles2 records
Proactiv technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Proactiv partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- MiralcorePartnership with Miral for bringing Harry Potter Film Concert Series 2027 to Etihad Arena, Yas Island, Abu Dhabi.
- CineConcerts, LLCcorePartnership with CineConcerts for Harry Potter Film Concert Series, the production company behind the concert experience.
- GestmusiccorePartnership with Gestmusic for producing the official Operación Triunfo live tour, collaborating on Spain's most iconic music talent show.
- Prime VideocoreCollaboration with Prime Video for Operación Triunfo tour, the broadcast format partner for the talent show.
- Original X ProductionscorePartnership for The FRIENDS Experience development and production.
- The Luna Entertainment GroupminorOperating partner for The FRIENDS Experience in Spain.
- Planeta JuniorcoreCo-production partnership for Miraculous Ladybug Live Show, bringing the animated series to stage.
- Exhibition HubcoreCo-production partnership for Bubble Planet Experience and Titanic: The Official Exhibition.
- FeverminorCo-production partner for Bubble Planet Experience.
- Layers of RealityminorCo-production partner for Bubble Planet Experience and Titanic: The Official Exhibition.
- MusealiacorePartnership for The Berlin Wall: A Divided World exhibition, co-presented with the Berlin Wall Foundation.
- GEA LivecorePartnership for Demon Slayer: Kimetsu No Yaiba In Concert in Spain.
- RoadCo EntertainmentcorePartnership for Demon Slayer concert production in collaboration with Aniplex of America.
- Visit QatarcoreVisit Qatar partnership for presenting Ludovico Einaudi and Michael Bublé concerts in Doha.
- Visit QatarcoreVisit Qatar partnership for John Legend concert at QNCC in Doha.
Scale indicators15 records
Recent moves6 records
Expansion highlights5 records
Proactiv competitors and assessment
Company assessmentDirect peers
- Fever: Global immersive experiences marketplace and co-production partner on Proactiv's Bubble Planet Experience. Operates a directly comparable LBE platform in the same cities Proactiv serves.
- Feld Entertainment: Producer of Disney On Ice, Monster Jam and other touring family entertainment shows; Proactiv's long-standing licensor/partner for Spain and the Gulf. Direct counterparty and most comparable touring family-entertainment operator.
- Exhibition Hub: Producer of touring immersive exhibitions including Titanic: The Official Exhibition and Bubble Planet, partnering with Proactiv for co-production. Closely comparable in exhibition format and touring model.
- Stage Entertainment: European theatrical producer and promoter of musicals (e.g., Tina, Anastasia). Operates in adjacent markets (Germany, Netherlands, Spain, France) and competes for the same licensed Broadway/West End musical productions Proactiv promotes.
Others
- Miral: Abu Dhabi-based destination developer (Yas Island, Etihad Arena). Functions as both a strategic partner and customer of Proactiv for Harry Potter concerts and Monster Jam in the UAE; relevant ecosystem comparable as a sovereign tourism-aligned entertainment venue.
- Visit Qatar (Qatar Tourism): National tourism authority co-funding concerts (Ludovico Einaudi, Michael Bublé, John Legend) at QNCC/Katara. Ecosystem partner that mirrors the sovereign tourism alignment Proactiv enjoys in Spain and the Gulf.
Broad incumbents
- AEG Presents: Global promoter and venue operator (AEG/Anschutz). Competes with Proactiv across concert promotion and touring production in EMEA and is expanding in the Gulf markets where Proactiv is active.
- IMG (Endeavor / TKO Group): Global sports and entertainment rights, licensing and event management firm. Comparable as a partner-of-choice for premium IP holders and a competitor for artist/brand representation across the same EMEA markets.
- Live Nation Entertainment: World's largest live entertainment promoter and producer. Operates globally including Europe and Middle East, directly competing with Proactiv for touring artist routing and venue deals across the same markets Proactiv serves.
Regional players
- Broadway Asia / Broadway International Group: Producer/promoter of Broadway musicals for Asia-Pacific markets including China and Singapore. Comparable as a regional promoter that brings Hamilton, Les Mis and similar titles to APAC — directly competing with Proactiv's Singapore-led APAC push.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Proactiv social profiles
Digital presenceProactiv financial estimates
Financial estimateRevenue estimate
Valuation estimate
Proactiv leadership team
Management profileNumber of profiles
Profiles1 record
Proactiv funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Proactiv M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Proactiv
What does Proactiv do?
Proactiv Entertainment produces and promotes large-scale live entertainment events including musicals, plays, concerts, and immersive exhibitions across Europe, the Middle East, and Asia-Pacific. The company operates as both producer and promoter, leveraging long-standing licensing partnerships with major entertainment brands such as Disney, WWE, and Warner Bros. It also operates Mitaquilla.com, a proprietary direct-to-consumer ticketing platform for its productions.
Is Proactiv a public or private company?
Proactiv is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Proactiv founded?
Proactiv was founded in 1990. It employs 101 to 250 people.
Where is Proactiv based?
Proactiv is headquartered in Barcelona, Spain, in the Europe region.
How does Proactiv make money?
Four revenue lines are on record. Ticket Sales & Distribution is the primary driver. The others are event Production, promotion & Marketing Services and licensing & Brand Partnerships.
Who are Proactiv's main competitors?
Direct peers on record are Fever, Feld Entertainment, Exhibition Hub and Stage Entertainment. Others are Miral and Visit Qatar (Qatar Tourism). Broad incumbents are AEG Presents, IMG (Endeavor / TKO Group) and Live Nation Entertainment. Broadway Asia / Broadway International Group is listed as a regional player.
Does Proactiv have an API?
No public API is recorded for Proactiv.
What industry is Proactiv in?
Proactiv's product category is Live Entertainment Production & Promotion. Its primary akta.pro industry code is MPAGABAM, Performing Arts Centers & Presenters (Programming/Booking), with a secondary code of MPAIAFAL, Event Operations & Venue Services (Box Office, FOH/BOH, Concessions). Its NAICS code is 7111 and its SIC code is 7900.