Ari Emanuel, the CEO of Endeavor Group Holdings and TKO Group Holdings, has announced the launch of a new holding company named MARI. This venture will oversee a variety of assets, including live sporting events and arts organizations. Notably, MARI will manage Frieze, an arts organization, and IMG's portfolio of tennis events, which features significant tournaments such as the Miami Open and the Madrid Open. The company will also hold a majority stake in Barrett-Jackson, an automotive auction house.
The formation of MARI coincides with the completion of several acquisitions, including that of Frieze. Emanuel emphasized the growing importance of live events and experiences, noting that as consumer preferences shift towards valuing experiences over material goods, sectors such as sports, art, and entertainment are becoming increasingly vital.
Mark Shapiro, an executive from TKO Holdings Group, will sit on MARI's board and is also listed as a principal investor. Additional key investors include RedBird Capital Partners, the Qatar Investment Authority, and several other financial groups. The Miami Dolphins ownership group, led by Stephen Ross, has also been invited to join MARI.
The new company aims to leverage the global recognition of Frieze and the success of major tennis events to create innovative opportunities for audience engagement. Emanuel's vision appears to align with evolving consumer trends, focusing on the significance of shared experiences in today's market. The strategic establishment of MARI reflects an ongoing trend in the entertainment and sports sectors, where the integration of diverse assets can enhance audience connection and engagement.