Bridgepoint buys marketing agency Samy for €300 million: Advisors

Bridgepoint is acquiring a majority stake in Samy Road, a Spanish multinational specializing in digital marketing and communications, including the design and execution of the subsequent reinvestment by certain minority shareholders and the founders.

With this new investment, Bridgepoint will become the majority shareholder of Samy Alliance, following its initial minority investment in 2023, and reflects Bridgepoint’s continued confidence in the company’s potential.

As part of the transaction, the multinational’s existing investors, including its major shareholder Aurica Capital and other minority investors such as Inveready and Sabadell Venture Capital, will sell their stakes to Bridgepoint. SAMY’s founders and the rest of the management team will continue to work with Bridgepoint during this new chapter of the company’s growth.

The transaction is expected to close in the first quarter of the year, following customary regulatory approvals. Financial terms have not been disclosed.

In 2024, Samy reached the remarkable milestone of €100 million in revenue, successfully meeting its annual target. During the period, it completed three M&A deals: the acquisition of Kurio, a Helsinki-based social media agency; MDS, a digital and creative technology agency based in Bogota; and, most recently, Content Lab, a US-based digital advocacy marketing agency specializing in emerging platforms and a certified partner of TikTok’s global ecosystem. In addition, in 2025, Samy will expand its global footprint with the opening of an office in Milan, marking its entry into the Italian market for the first time. By 2025, the company aims to achieve double-digit growth while strengthening its presence in key markets such as Europe, Mexico and the United States, further consolidating its position as the leading social-first partner for brands.

Advisors

Uría Menéndez advised Bridgepoint with a team comprising Manuel Echenique Sanjurjo (Partner, M&A-Private Equity, Madrid); Alex Bircham (International Partner, M&A-Private Equity, Madrid); Lorenzo de Benito Lobo (Senior Associate, M&A-Private Equity, Madrid); Casilda Campuzano García-Espejo (Senior Associate, M&A-Private Equity, Madrid); Paula Lissorgues Egea (Associate, M&A-Private Equity, Madrid).

Samy Alliance was advised by Cuatrecasas with a team formed by Gerard Correig, Alicia de Carlos, Javier Alós and Mario Mas.

Herbert Smith also advised Samy Road on the transaction.