Spanish sports agency Mediapro has announced the launch of a new business unit to manage its commercial operations.

The Brands&Xperiences division will focus on servicing advertisers and brands, “encompassing offerings such as perimeter advertising, sponsorships, advertising, social media, market research, as well as bespoke services like events and experiential exhibition design.”

Javier Buendía has been appointed to lead the commercial strategy for Brands&Xperiences.

The media executive has more than three decades of experience across television, radio, print, and digital platforms.

Buendía held key positions at Atresmedia (sales team director) and Grupo Godó (head of commercial). He most recently served as sales team lead for programmatic advertising firm Oniad.

Mediapro said the move to launch the Brands&Xperiences arm is part of a company strategy focused on “anticipating entertainment and media market trends and supporting clients worldwide with forward-thinking, high-impact solutions.”

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 earlier this month.

In addition, Carlos Núñez has been 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.