Ari Emanuel's global events and experiences company, MARI, has acquired TodayTix Group, a platform specializing in theater and live event tickets, marking a significant expansion into live entertainment.

The acquisition was highly competitive, leveraging MARI's access to a global customer base of 20 million and connections to over 10,000 theaters and cultural institutions worldwide to accelerate growth.

Brian Fenty, co-founder and CEO of TodayTix, will continue to lead the company and join MARI's executive team, while co-founder Merritt Baer remains involved as artistic director and producer for Secret Cinema.

The deal underscores increasing private equity interest in experiential entertainment, a sector experiencing rapid growth and operational complexity.

TodayTix is backed by over $2 billion in funding from prominent investors, including Apollo, Qatar Investment Authority, and sports stars like Luka Dončić, Anthony Edwards, and Sabrina Ionescu.

TodayTix has grown to over 20 million members across the U.S., U.K., and Australia, partnering with more than 10,000 theaters and cultural institutions to innovate the entire event lifecycle.

In 2022, TodayTix acquired Secret Cinema for $100 million, known for immersive experiences based on popular films and series such as Guardians of the Galaxy and Stranger Things.

Great Hill Partners, which owned a majority stake in TodayTix since 2019, sold its stake to MARI, supporting the company's strategic expansion.

TodayTix Group operates major ticketing platforms across the US, UK, and Australia, focusing on digital ticketing for live cultural and performing arts experiences.

This acquisition follows Mari's $200 million purchase of the Frieze art fair in May, reflecting its goal to diversify into various live entertainment sectors.

Founded in 2013, TodayTix initially focused on digital theatre ticketing before expanding into broader live experiences, including concerts and supper clubs.

Backed by investors like Apollo and RedBird, Emanuel also holds roles with Endeavor and owns stakes in major sports and entertainment events, including tennis tournaments and soccer clubs.