Bridgepoint has announced its decision to reinvest in SAMY Alliance, a Spanish digital marketing group specializing in social media and influencer marketing. This new investment will elevate Bridgepoint to a majority shareholder position, following its initial minority stake acquired in 2023. The move underscores Bridgepoint's confidence in SAMY's growth potential, particularly after the company surpassed its €100 million annual revenue target.

Since its founding in 2012, SAMY Alliance has focused on innovative social-first marketing services, utilizing proprietary software and analytics to assist brands in navigating the social media landscape. The company has expanded its operations to 15 countries and employs over 600 people, serving a diverse range of blue-chip clients.

Bridgepoint's reinvestment will enable SAMY to enhance its technology platform, broaden its geographical reach, and continue its selective mergers and acquisitions (M&A) strategy. The partnership aims to capitalize on the rapid growth of the digital marketing sector, particularly in social media, where businesses increasingly prioritize influencer-led marketing to engage consumers.

In 2024, SAMY achieved significant milestones, including three successful acquisitions: Kurio, MDS, and Content Lab, which have strengthened its market position. The company plans to open a new office in Milan in 2025, marking its entry into the Italian market. SAMY aims for double-digit growth in 2025 while reinforcing its presence in key markets such as Europe, Mexico, and the US.

Bridgepoint's extensive experience in the digital marketing and tech sectors positions it well to support SAMY's continued growth. The firm has a history of aiding businesses in international expansion, as seen in its previous investments in companies like ITG and MiQ.

Héctor Pérez, a partner at Bridgepoint, expressed enthusiasm about the partnership, highlighting SAMY's leadership in the evolving social media marketing landscape. SAMY's co-founders echoed this sentiment, emphasizing that Bridgepoint's support has been crucial in accelerating their growth and innovation.

As Aurica Capital concludes its partnership with SAMY, its representatives expressed pride in the company's transformation from a startup to a global marketing leader. They are optimistic that Bridgepoint's involvement will further propel SAMY's success.

The transaction is expected to close in the first quarter of the year, pending regulatory approvals. Financial details of the deal have not been disclosed. Bridgepoint was advised by JEGI Clarity, Uria, PWC, and Marsh, while SAMY Alliance received legal counsel from Cuatrecasas and Herbert Smith.

Overall, this reinvestment marks a significant step for both Bridgepoint and SAMY Alliance, positioning them for future growth in a dynamic and rapidly evolving industry.