AS Entertainment buys Post United
AS Entertainment acquired Post United — a social platform with more than 14 million followers across TikTok and Instagram and over 1 billion monthly views — folding it into a 22 million-follower network aimed at sports and entertainment communities. The deal signals consolidation in creator-facing networks and gives brands another scaled channel for distributed sports content. (x.com)
A Spanish sports newspaper just bought a football-first social publisher that was built for people who watch matches through clips, memes, and creator videos before they ever open a homepage. AS said on April 9 that it acquired Post United and will fold it into its sports business. (as.com) Post United is not a small side account. AS says the brand has more than 14 million followers across TikTok, Instagram, YouTube, Facebook, and X, and that its ecosystem passed 1 billion views in January 2026. (as.com) AS already had scale on its own, with more than 22 million followers across its social profiles before the deal. AS says the combination creates the biggest sports-content follower community of any Spanish media company. (as.com) The buyer here is bigger than the AS newspaper name most fans know. AS is part of PRISA Media, and PRISA told investors on March 3 that its 2026 to 2029 plan is built around four verticals: news, music, sports, and lifestyle. (prisa.com) PRISA’s sports push started before this week’s deal. The company said in October 2025 that it had created a new Sports Division to put AS and its sports brands in Spain and the Americas under one cross-platform structure. (prisa.com) Post United was built for a younger football audience from the start. La Vanguardia reported in March 2023 that the company had reached 6 million followers about three years after launch, was producing at least 10 videos a day, and was strongest with people aged 18 to 24. (lavanguardia.com) The founders explain why the brand traveled so fast. AS says Post United was founded by Esteve Calzada, a former Football Club Barcelona and City Football Group executive who is now chief executive of Al Hilal Club, together with DjMaRiiO, one of the biggest Spanish-language football creators, plus Steve Calzada, Marcel Miquel, and Rosa Pifarré. (as.com) That mix matters because it joins an old media company that knows reporting and ad sales with a newer publisher that knows how to package football for TikTok and Instagram. Clare Advisors, the adviser on the deal, says it specializes in mergers and acquisitions for digital advertising, marketing, media, and business-services companies. (clareadvisors.com) Post United also comes with pieces beyond its main account. AS says it runs Post United Fem, focused on women’s football, and El After de Post United, a weekly format with players, legends, and coaches that drew more than 10 million views over the last 30 days. (as.com) So this is less like a newspaper buying a website and more like a distributor buying a ready-made channel. PRISA gets a younger football audience and a creator-led production engine, while Post United gets the reach, sales force, and brand cover of one of Spain’s biggest media groups. (as.com; prisa.com)
