Fremantle Builds Global Production Hub in Portimão for Hit TV Format Holey Moley — Filming Starts in May

Fremantle, one of the world's largest television production companies, has established a permanent global production hub in Portimão to film international versions of Holey Moley, the mini-golf entertainment format that aired on ABC in the United States between 2019 and 2022. Initial filming is scheduled for May and June 2026, with additional territories adapting the format to be announced in the coming weeks.

The move positions Portugal's Algarve region as a base for large-scale unscripted television production, adding to a growing list of international productions choosing the country for its climate, infrastructure, and competitive costs.

What Is Holey Moley?

Holey Moley is a large-format entertainment competition in which contestants face off on elaborate, oversized mini-golf holes designed to test precision and nerve. Each hole features physical obstacles and comedic challenges, blending sport with spectacle. The show, created by Eureka Productions (now part of Fremantle's Eureka Studios label), was a ratings hit on ABC and also aired in Australia on Seven Network.

Fremantle acquired global production and distribution rights to the format and chose Portimão as the location from which to produce versions for multiple international markets simultaneously — a hub model that reduces costs by sharing a single purpose-built set across territories rather than constructing separate courses in each country.

Why Portugal?

The Algarve's appeal for production companies rests on several factors. The region offers more than 300 days of sunshine per year — critical for outdoor shoots that cannot afford weather delays. Labour costs for construction crews, extras, and support staff are significantly lower than in the UK, Australia, or the United States. And Portugal's tax incentive framework for audiovisual production, expanded in 2024, offers cash rebates of up to 30 per cent on qualifying expenditure.

Portimão itself has been investing in its events infrastructure, hosting the Formula 1 Portuguese Grand Prix in 2020 and 2021 and the World Superbike Championship at the Autódromo Internacional do Algarve. The city's municipal government has actively courted international sporting and entertainment events as part of a strategy to reduce seasonal tourism dependency.

A UK Version With Ant and Dec?

Reports emerged last month that I'm a Celebrity presenters Ant McPartlin and Declan Donnelly are developing a UK version of Holey Moley through their production company Mitre Studios, in partnership with Fremantle. While neither party has confirmed which territory will film first at the Portimão hub, the involvement of two of British television's biggest names has generated significant industry buzz.

Fremantle chief executive Jennifer Mullin said the company is 'excited to drive the format's international expansion through our new global production hub in Portugal,' citing the show's 'unique blend of comedy, competition, and large-scale spectacle.'

Portugal's Growing Screen Economy

The Portimão hub joins a widening footprint of international productions choosing Portugal. Netflix, HBO, and Amazon have all filmed series and films in the country in recent years, drawn by locations ranging from Lisbon's historic quarters to the Douro Valley's vineyard terraces. The Portuguese Film Commission has reported a steady increase in international production spending, which reached EUR 180 million in 2025.

For the Algarve, which has traditionally depended on seasonal beach tourism, a permanent production facility offering year-round employment represents exactly the kind of economic diversification that local authorities have been seeking. If Holey Moley proves a global hit from its Portuguese base, Portimão may find itself on the map for more than sun and sardines.