Spanish sports agency Mediapro has launched a dedicated market research department to strengthen its offering to brands and advertisers.

The new division will be led by Kike Lozano, previously managing director of audiovisual consultancy GECA, and sits within the company’s recently launched Brands&Xperiences arm.

The market research department will provide consultancy services to clients across all sectors, bringing together GECA, which specialises in data and audience analysis for broadcasters, production companies, and distributors, alongside social media management and OTT streaming platform services.

Mediapro has appointed Víctor Garcia-Morato to lead GECA's next phase. He joins from production company Isla Audiovisual, where he served as director of strategy and business.

He was part of the founding team that launched commercial broadcaster La Sexta and has held senior positions at Fox Networks Group, across both Portugal and Spain, and Disney+.

Mediapro lanched the new Brands&Xperiences business unit last month to manage its commercial operations.

The appointments of Lozano and García-Morato follow the recent arrivals of Javier Buendía as commercial director of Brands&Xperiences and Enric Hernández as business development director.

As well as creating the new business divisions, the Spanish firm recently made a change to its senior leadership, with Sergio Oslé hired as executive chairman to replace former chief executive and president Tatxo Benet, who was moved aside from that role by the company's majority shareholder, Chinese media group Orient Hontai.

Oslé, the former chief executive of Spanish telecommunications giant Telefonica, officially took on the position in February.

In addition, Carlos Núñez was named as Mediapro’s new chief executive and will report directly to Oslé.

Benet founded Mediapro alongside Jaume Roures and Gerard Romy, having previously been a director of the Olympic Channel.