'Experiences that excite, connect cultures and transcend the stage'
This new era builds on almost four decades of experience, with offices in Barcelona, Madrid and Dubai, and a growing presence in the APAC region.
During this time, the company has managed more than 2,000 shows, enjoyed by over 10 million visitors in Spain and beyond. Ticket sales in the last three years have exceeded 4 million, with an annual average of 500,000 spectators.
The new branding connects with the company's original ethos, emphasising emotion, and places it into a more experiential and participatory context. In this, it not only produces shows but also delivers moments that are felt, shared, and remembered.
This development is consistent with the company's expansion and is supported by a manifesto and a clear redefinition of its values, both aimed at strengthening its relevance in the media landscape, both in Spain and worldwide.
Nala and Simba - THE LION KING Abu Dhabi - Photo by Joan Marcus © Disney
Nicolás Renna, CEO of Proactiv Entertainment, says: "This rebranding is not just a change of visual identity, it is a statement of where we want to go.
"After 38 years leading the sector in Spain, we felt it was time to take a step forward and project our international ambition more strongly. This new positioning is in line with who we are and what we want to continue building: experiences that excite, connect cultures and transcend the stage."
"Our new slogan is a direct invitation to the public," says Paula Vitores, Proactiv Entertainment's head of marketing. "We want everyone who attends a show produced by Proactiv Entertainment to feel like it's their own.
"Emotion has always been in our DNA, but now we're making it explicit, putting it at the centre of our narrative and making it the focus of all our communication."
Developed by the branding agency Mucho, the new identity's central graphic device is a diagonal line that both represents a stage spotlight and evokes Proactiv Entertainment's role as the driving force behind each production.
This distinctive visual language is adaptable across different formats and markets and blends a formal aesthetic, aimed towards institutional and B2B environments, with one that is more expressive and emotional to communicate large productions.
The main colour palette features coral red, dark red, anthracite black, and cream, which together bring energy, experience, and sophistication and emphasise this duality.
International growth
Proactiv Entertainment's portfolio includes the production and promotion of some of the most highly regarded shows and exhibitions in Spain and across the globe.
It has worked with major international brands and franchises, such as Disney On Ice and the Harlem Globetrotters, and promoted experiences such as Meet Vincent Van Gogh and Mundo Pixar.
Mundo Pixar
The company has promoted tours and concerts by international artists such as Michael Bublé, Hans Zimmer, John Legend and Andrea Bocelli, as well as leading names in Latin music, including Juan Luis Guerra, Maluma and Emilia. It also produced the Operación Triunfo 2025 tour.
Proactiv Entertainment has successfully replicated its model in Latin America and Europe. In the UAE, it has consolidated its position and demonstrated its ability to stage Broadway and West End-calibre productions in a rapidly expanding market.
See also: Shaping the Middle East’s live entertainment boom with Proactiv
It recently entered the Qatari market and continues to expand its international profile with a strategic focus on the APAC region.
As both producer and promoter, Proactiv Entertainment has contributed to the historic season of The Lion King, the official Harry Potter exhibition, and the acclaimed theatrical production Life of Pi, supporting the stable, sustainable development of the region's live entertainment ecosystem.
Mukelisiwe Goba as Rafiki and the North American Tour Company - THE LION KING Abu Dhabi - Photo by Joan Marcus © Disney
The company also owns Inmersa, a 3,000-square-metre space in Barcelona. This is designed to host large-scale creative and immersive experiences, and demonstrates Proactiv Entertainment's dedication to new forms of entertainment.
Looking beyond the stage
Proactiv Entertainment's redefined values are:
- Commitment. To audiences, artists, teams and partners.
- Creativity. With new formats and unforgettable ideas.
- Emotion. Honesty and an authentic connection with the audience.
- Experience. An extensive legacy and professionalism in the sector.
- Non-conformity. Evolving rather than settling.
- Proximity. Relationships based on trust and real presence.
- Versatility. Multidisciplinary capacity, ranging from the theatre to the stadium.
Spain's entertainment industry remains very strong. According to the 23rd edition of the Entertainment and Media Outlook 2021-2026 Spain report, prepared by PwC, its growth projections are half a point above the global average, at 5.1% per annum until 2026.
Mundo Pixar
With this rebranding, Proactiv Entertainment is updating its identity and reaffirming its international ambitions, cementing its industry leadership and commitment to growth in new markets, formats and audiences.
Beyond a slogan, Feel it Live! synthesises an approach to live entertainment as a shared, memorable experience that can transcend the stage.
Recently, Proactiv Entertainment has been working with FC Barcelona to bring Barça: The Exhibition to the Aventura Mall in Miami.
Nala and Simba - THE LION KING Abu Dhabi - Photo by Joan Marcus © Disney
Mundo Pixar
Mukelisiwe Goba as Rafiki and the North American Tour Company - THE LION KING Abu Dhabi - Photo by Joan Marcus © Disney
Mundo Pixar
