Mediapro, the Spanish media rights and production agency, has opened a new office in London helmed by three executives from the Libero 33 rights advisory business.
Mediapro said the new location would allow the group “to offer comprehensive strategic consulting services to sports organizations, competitions, and clubs in order to optimize emerging business opportunities.”
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The London office will operate under the direction of Oliver Seibert, head of the group’s sports rights and new business development agency.
It will be led by Sunil Kaikini and Austin Houlihan – co-founders of Libero 33 – and Tom Padmore, who joined the rights advisory business in 2023. All three have worked for organizations spanning the whole sector of major rights holders, agencies, strategic advisory firms and operators.
Kaikini previously worked for sports rights agency Pitch International and has since developed marketing strategies with premium rights holders, including English soccer’s top-tier Premier League, where he managed three international rights cycles.
Houlihan, who worked with Deloitte Sports Group and Pitch International, has 20 years’ experience advising sports organizations in areas including mergers and acquisitions, commercial and media strategy and advisory service to bodies including European soccer’s UEFA, sports agency giant IMG, the ATP men’s tennis tour, English soccer giants Liverpool FC, and World Rugby.
Padmore, meanwhile, previously worked for international sports streaming platform DAZN and motor racing’s Formula E before joining Libero 33.
Tatxo Benet, Mediapro’s chairman and chief executive, said: “The London branch will join forces with our international offices on consulting projects and new business opportunities.
“The addition of Sunil Kaikini, Austin Houlihan, and Tom Padmore, bringing over 20 years of combined experience, coupled with the group's 30-year track record, will create a globally unique powerhouse of talent and know-how in sports rights.”
The London office’s key objectives would be to increase the range of services offered to competitions, organizations, clubs, and operators, as well as boosting the commercialization of all types of rights for established and emerging sports.
The London office will work alongside Mediapro’s other offices in Europe, Asia, America, and Africa to provide consulting services and help competitors and organizations leverage their media rights to increase revenue.
