Ari Emanuel’s latest venture has taken a significant step into the world of theater. His new events company, Mari, based in Beverly Hills, announced the acquisition of TodayTix Group, a prominent theater ticketing platform. The deal, finalized on October 6, 2023, was completed with Great Hill Partners, although the financial details remain undisclosed.
Founded in 2013, TodayTix Group has established partnerships with over 10,000 theaters, producers, and cultural institutions. The company boasts a membership exceeding 20 million across the United States, United Kingdom, and Australia. With dual headquarters in London and New York, TodayTix is a key player in providing tickets for both Broadway and the West End.
In a statement regarding the acquisition, Emanuel emphasized the strategic importance of TodayTix, stating, “This is the next step in building Mari as a global leader in live experiences. With TodayTix, we’re adding a technology engine and a direct line to audiences that makes our portfolio even more powerful.”
Strengthening Mari’s Position in Live Events
Mari officially launched earlier in October 2023, marking an ambitious expansion for Emanuel, who co-founded the sports and entertainment firm Endeavor. Endeavor, which went public in 2021, was taken private by investment firm Silver Lake in March 2023. Mark Shapiro, a media executive closely aligned with Emanuel in various business ventures, is a principal investor in Mari and holds a board position.
Emanuel also serves as CEO and executive chairman of TKO Group Holdings, formed from the merger of Worldwide Wrestling Entertainment and Ultimate Fighting Championship. Shapiro, who is president and COO of TKO, brings considerable experience to Mari as well.
The acquisition of TodayTix Group fits into a broader strategy for Mari, which has previously acquired businesses formerly owned by Endeavor, including the contemporary art organization Frieze and the Miami Open tennis tournament. Mari’s focus is on enhancing its events and partnerships with technology solutions provided by TodayTix.
Future Prospects and Leadership
TodayTix Group’s co-founder and CEO, Brian Fenty, will continue to lead the company following the acquisition. His expertise will be crucial as Mari seeks to integrate TodayTix’s technology with its existing portfolio.
The backing for Mari includes significant investment from private equity firms Apollo and RedBird Capital Partners, as well as Qatar’s sovereign wealth fund, the Qatar Investment Authority. Other notable investors include Dr. Patrick Soon-Shiong, chairman and CEO of the Los Angeles Times Media Group.
As Mari continues to carve out its niche in the live experiences market, the acquisition of TodayTix Group is poised to strengthen its offerings, reflecting Emanuel’s vision of creating a comprehensive platform that connects audiences with diverse cultural events. The evolving landscape of live entertainment may soon see a transformed experience for theater-goers under Mari’s leadership.
