Gersh claims this is a perfect marriage of global access and local creative freedom, allowing Victoria House to punch above its weight without losing its soul.
Insiders whisper that Gersh is finally getting serious about non-sports content, using the You First acquisition to bypass Hollywood gatekeepers and tap directly into European IP.
Integration completed Oct. 15, 2026; You First acquired in 2024; Workforce doubled to 600+; Won 2025 International Emmy for 'It’s All Over'.
Gersh isn't just representing athletes anymore; they're buying the production house that tells their stories, and the receipts show they're coming for scripted dominance.
The ink is dry, and the rebrand is official. On October 15, 2026, Gersh completed the integration of Madrid-based You First Originals, relaunching the Emmy-winning Spanish production outfit as Victoria House. This isn't just a name change; it's a strategic power move by the U.S. talent agency to dominate the international content landscape.
By folding You First into its global brand, Gersh is leveraging a workforce that has doubled to more than 600 employees across 22 offices in 14 countries. The agency is clearly done playing small in the sports representation game and is now aiming for the big leagues of scripted film and true crime. Javier Martínez, the managing director of Victoria House, didn't mince words about the advantage this new identity provides.
"It’s not easy to find a production company with access to an international talent network as powerful as Gersh’s," Martínez told Variety, highlighting the unique position the new entity occupies. He emphasized that despite the corporate muscle behind them, the creative team retains independence. "At the same time, we have the creative freedom to develop original stories and work with talent, creators and IP from any source," he added.
Martínez continues to lead the company alongside Luis Miguel Calvo, head of content at Gersh International, with both serving as executive producers on upcoming projects. The new slate is ambitious, with scripted fiction identified as a key growth driver. Victoria House is co-producing "Alexia," a feature film inspired by the early life of Spanish soccer superstar Alexia Putellas.
Directed by Lucía Alemany, the film is backed by Movistar Plus and 3Cat and is slated for a theatrical release in 2027. This follows Victoria House's previous success with the Prime Video docuseries "Alexia: Labor Omnia Vincit," which earned an International Emmy nomination. The company is also developing two additional scripted features for 2028 and 2029, including a project Martínez describes as "a kind of Spanish 'Billy Elliot'" based on an extraordinary true story.
On the true-crime front, the receipts are already piling up. Following HBO Max’s "11 Tiros," Victoria House is preparing a Netflix documentary series titled "Criminopatía," set for 2027. The series adapts Clara Tiscar’s successful true-crime podcast, bringing an established IP with a loyal following to television.
Joanna Pardos, who has been with the company since 2022 and directed hits like "It’s All Over," is heading projects and content development. This expansion builds on a track record that includes winning the 2025 International Emmy for Best Sports Documentary with "It’s All Over: The Kiss That Changed Spanish Football." Gersh is betting big that the world wants more than just sports highlights—they want the drama, the crime, and the scripted narratives behind the stars.
