AS acquires social media platform Post United

AS, the sports daily owned by PRISA Group, has acquired sports social content platform Post United, further accelerating its digital transformation plan and its push toward younger audiences, as Pilar Gil, CEO of PRISA Media, announced just a few weeks ago during the presentation of the group’s strategic plan. The integration will create the largest community of sports content followers of any Spanish media company.

Post United combines news, entertainment, analysis and viral soccer content through a community of highly prominent creators. It has a presence on TikTok, Instagram, YouTube, Facebook and X and, across all those platforms, has more than 14 million followers. In January alone, its ecosystem topped 1 billion views, cementing its position as the sports platform with the highest engagement in Spain. AS, meanwhile, has more than 22 million followers across its social profiles.

For Pilar Gil, CEO of PRISA Media, “this deal confirms three core pillars of our plan: digital transformation, an audiovisual and social focus, and reaching new audiences, while also giving a major boost to our sports vertical and to the leadership AS already holds. We are also adding proven talent and the ability to generate commercial opportunities in other environments.”

Post United was founded by Esteve Calzada – a leading figure in the soccer industry, former general marketing director at FC Barcelona, former commercial director of City Football Group and current CEO of Al Hilal Club – together with DjMaRiiO, the biggest Spanish-language soccer content creator, and entrepreneurs Steve Calzada, Marcel Miquel and Rosa Pifarré. Now led by Marcel and Steve, the multiplatform brand has a content team made up of Mar, Paula, Carlos, Jordi, Oscar, Javi and Pol, who deliver highly viral content aimed at the Gen Z soccer audience.

For Steve Calzada, “only incredible things can come from an alliance between Spain’s biggest media group and the leading digital publisher in soccer, and with a World Cup so close... an exciting future lies ahead.” And, according to Marcel Miquel, “Post United joining PRISA Group represents an extraordinary opportunity for both sides. Our experience in social media and in attracting new audiences now combines with the strength and leadership of one of the major Spanish-language media groups. We are committed to making the most of this new scenario and to growing something truly meaningful together.”

Post United also drives Post United Fem, its vertical specializing in women’s soccer, with a presence on Instagram and TikTok that has become one of the most influential communities in promoting the sport’s growth among players and fans. It is joined by El After de Post United, a well-established format that brings together players, legends and coaches every week and has drawn more than 10 million views over the past 30 days.

AS presses ahead with digital transformation

Post United’s addition to the AS content ecosystem follows the outlet’s latest moves as it advances its digital transformation goals. In that regard, it was recently announced that AS has partnered with Claro Sports to create new programming through W Radio, with a window across streaming, television and social media. Just a few weeks ago, it also launched radio and streaming in its Colombia edition.

In this regard, Aloysio Araújo, PRISA Media’s general director of Sports, said: “It is great news to bring this agreement to life with a group of outstanding young creators who have an immense community of followers and the ability to generate reporting, interviews with players, coaches, former stars of the sport and clubs, in order to deliver complementary and distinctive content alongside that of our media titles. That opens up an enormous range of possibilities in Spain and the Americas, both editorially and in terms of how brands relate to new communication languages.”

According to the latest monthly measurement from GfK DAM, Spain’s official digital audience tracker, AS once again closed the month at a historic high, topping the sports media rankings with 18,200,506 unique users. In the Americas, it also leads in several markets, including Mexico and Colombia.

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