Fremantle Acquires Global Production and Distribution Rights to Holey Moley, Sets Up Production Hub in Portugal

Why It Matters

The hub positions Fremantle to scale a proven hit format internationally, reducing production costs and strengthening its global format portfolio.

Key Takeaways

• Fremantle secured worldwide rights to Holey Moley format
• New production hub located in Portimão, Portugal
• Hub designed to cut costs and boost production quality
• Initial filming scheduled for May‑June 2026
• Format topped US summer ratings and doubled Australian primetime

Pulse Analysis

*Holey Moley* has emerged as a breakout format, blending comedy, competition, and spectacle on an oversized mini‑golf course. Its debut on ABC captured the top‑rated spot on summer nights, while the Australian adaptation more than doubled Channel 7’s primetime average. Recognizing the format’s cross‑market appeal, Fremantle, through its Eureka Productions label, secured global rights, positioning itself to monetize the brand across diverse territories and platforms.

The decision to locate the production hub in Portimão reflects a strategic blend of infrastructure and fiscal incentives. Portugal offers competitive tax credits for audiovisual projects, a skilled crew base, and proximity to European broadcasters. By centralizing set construction, post‑production, and logistics in a single, theme‑park‑scale facility, Fremantle can achieve economies of scale, shorten turnaround times, and maintain consistent visual standards for all international versions. The May‑June 2026 shoot will serve as a proof‑point for these efficiencies.

For the broader television market, Fremantle’s move signals intensified competition in format licensing and a shift toward hub‑centric production models. As broadcasters seek high‑impact, low‑cost content, a centralized hub enables rapid adaptation for local audiences without sacrificing production quality. This approach not only expands revenue streams for Fremantle but also raises the bar for format developers seeking global scalability. The success of *Holey Moley* could inspire similar investments in other experiential formats, reshaping how premium entertainment is produced and distributed worldwide.

Deal Summary

Fremantle announced it has secured worldwide production and distribution rights to the Holey Moley format, originally from ABC and Eureka Productions. The company will establish a global production hub in Portimão, Portugal, with filming slated for May‑June 2026, to drive international expansion of the format.