NVP, the Italian technology and broadcast firm that recently took over LaLiga’s audiovisual production (in a joint venture with HBS), is doubling down on the Spanish market. On February 12, 2026, the company announced the launch of NVP Sports Marketing, its own dedicated agency designed to bridge the gap between technical broadcasting and commercial monetization.
Veteran Leadership: The Julián Fernández Era
To lead the new venture, NVP has tapped Julián Fernández, a heavy hitter in the Spanish sports media landscape.
- Expertise: Fernández recently exited Grup Mediapro and brings deep experience from his previous tenure at FC Barcelona.
- Network: His appointment is seen as a strategic move to leverage his long-standing relationships with clubs, sponsors, and rights holders across Europe.
Strategic Operations: Madrid & Barcelona
The agency will operate out of Spain’s two major sports business hubs, Madrid and Barcelona. The goal is to provide a “360-degree solution” that handles everything from the initial camera signal to final advertising revenue.
Key Services Offered:
- Integrated Production: Merging high-end audiovisual capture (4K, AI-driven graphics) with commercial strategies.
- Monetization: Helping sports properties maximize ROI through innovative sponsorship and advertising models.
- Consultancy: Offering strategic advice on asset valuation and digital transformation for clubs and federations.
Context: The “New Power” in Spanish Football
This move completes NVP’s transition from a “behind-the-scenes” technical provider to a front-facing commercial player in Spain. Since displacing Mediapro as LaLiga’s primary producer in August 2025, NVP (under the leadership of CEO Massimo Pintabona and Spain GM Ismael Marcer) has rapidly built an ecosystem aimed at controlling the entire value chain of sports content.
“Spain is a cornerstone of our growth strategy. With NVP Sports Marketing, we are not just capturing the action; we are ensuring that action creates sustainable value for our partners.” — Massimo Pintabona, CEO of NVP.