Samy: Marketing Firm Acquired by Bridgepoint for €300 Million
Deal News | Feb 10, 2025 | Iberian Lawyer
Bridgepoint, a private equity firm, is acquiring a majority stake in Samy Road, a Spanish multinational specializing in digital marketing and communications, for €300 million. The deal will see Bridgepoint become the main shareholder of Samy Alliance, building upon its initial minority investment in 2023. Samy's existing investors, including Aurica Capital, Inveready, and Sabadell Venture Capital, are selling their stakes to Bridgepoint. The transaction allows Samy's founders and management team to work with Bridgepoint to navigate the company through its growth plans. Samy marked a milestone of €100 million in revenue in 2024 and completed acquisitions of Kurio, MDS, and Content Lab. The firm plans to open a new office in Milan by 2025 as part of its global expansion, focusing on growth in Europe, Mexico, and the United States.
Sectors
- Private Equity
- Digital Marketing
- Communications
Geography
- Spain – Samy Road is a Spanish multinational, and the acquisition activity involves Spanish investors and regulators.
- Europe – Samy's expansion plans include key European markets, and it has acquired companies in Helsinki.
- United States – Samy has expanded its operations into the U.S. with the acquisition of Content Lab.
- Mexico – Part of Samy Road's market where it intends to consolidate its presence.
Industry
- Private Equity – Bridgepoint, a private equity firm, is acquiring a majority shareholding in Samy Road.
- Digital Marketing – Samy Road operates in the digital marketing sector, offering services in communications and marketing on digital platforms.
- Communications – Samy Road specializes in communications as part of its digital marketing and brand strategy services.
Financials
- €300 million – Undisclosed value of Bridgepoint's acquisition of a majority stake in Samy Road.
- €100 million – Samy Road's revenue milestone reached in 2024.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Bridgepoint | Acquiring Company | Company | A private equity firm acquiring a majority stake in Samy Road. |
| Samy Road | Target Company | Company | A Spanish multinational in digital marketing being acquired by Bridgepoint. |
| Aurica Capital | Selling Company | Company | One of the major shareholders of Samy Road selling its stake to Bridgepoint. |
| Inveready | Selling Company | Company | A minority investor in Samy Road selling its stake in the transaction. |
| Sabadell Venture Capital | Selling Company | Company | Another minority investor divesting its stake in Samy Road. |
| Kurio | Acquired Company | Company | A social media agency based in Helsinki acquired by Samy Road. |
| MDS | Acquired Company | Company | A digital and creative technology agency based in Bogota acquired by Samy Road. |
| Content Lab | Acquired Company | Company | A US-based digital advocacy marketing agency acquired by Samy Road. |