Ari Emanuel’s new events business expands into theater ticketing

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Hollywood super agent Ari Emanuel is making a play for Broadway.

Mari, a new event and experiences company based in Beverly Hills, announced Monday that it has purchased TodayTix Group, a theater ticketing company, from Great Hill Partners, a private equity firm.

Financial terms were not disclosed.

Founded in 2013, TodayTix Group connects over 10,000 theaters, producers, and cultural organizations with more than 20 million customers across the U.S., UK, and Australia, as stated by Mari. With offices in both London and New York, the company specializes in providing tickets to Broadway and West End shows.

According to Emanuel, this move will help MARI become a leading force in live events. By incorporating TodayTix, they’re gaining both valuable technology and a direct connection to event attendees, strengthening their overall offerings.

Hollywood Inc.

Endeavor, a major entertainment company based in Beverly Hills, went private on Monday. Ari Emanuel, who used to be the company’s CEO, is now the executive chairman of WME Group, overseeing businesses like the WME talent agency and IMG Licensing.

Mari is a new venture launched earlier this month, and represents another business deal for Ari Emanuel. Emanuel previously co-founded Endeavor, a sports and entertainment company based in Beverly Hills that owns the talent agency WME. Endeavor became a publicly traded company in 2021, but was recently acquired by Silver Lake investment firm in March, taking it private again.

I’m really excited about Mari! I know Mark Shapiro, a successful media executive, is heavily involved – he’s not just an investor, but also on the board and has worked with the team building this company from the ground up. It’s great to see someone with his experience believing in this venture.

Emanuel leads TKO Group Holdings as both CEO and executive chairman. TKO was formed by combining Worldwide Wrestling Entertainment and Ultimate Fighting Championship. He also holds the position of executive chairman at WME Group, which includes the well-known talent agency WME.

Shapiro leads TKO as both its President and Chief Operating Officer, and also serves on the company’s board of directors. Additionally, he’s the President and Managing Partner of WME Group.

Mari is supported by a group of investors that includes Apollo and RedBird Capital Partners, both private equity firms, as well as Qatar Investment Authority, the sovereign wealth fund of Qatar. Dr. Patrick Soon-Shiong, who leads the Los Angeles Times Media Group, is also among those backing Mari.

Mari is now the owner of several businesses formerly held by Endeavor, such as the Frieze art organization and the Miami Open tennis tournament. As part of this change, TodayTix Group will provide its technology to support Mari’s events and collaborations.

Hollywood Inc.

Frieze, the organizer of international art fairs, is being acquired by a new company focused on events and experiences, launched by the founder of Endeavor.

Mari completed the acquisition of TodayTix Group on Friday. Brian Fenty, who co-founded and is currently the CEO of TodayTix Group, will remain in his role.

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2025-10-20 22:31