Ari Emanuel Launches MARI, New Holding Company for Sports and Entertainment Assets

Entertainment executive Ari Emanuel today announced the formation of MARI, a new holding company encompassing a diverse portfolio of live sporting events, arts organizations, and experiences.

MARI’s holdings include arts organization Frieze, IMG’s extensive tennis portfolio – featuring events like the Miami Open and Madrid Open – and a majority stake in automotive auction house Barrett-Jackson. IMG also manages the Mubadala Abu Dhabi Open, Mubadala Citi DC Open, SP Open, Japan Open, Rio Open, and the MGM Macau Tennis Masters. The company finalized these acquisitions yesterday, coinciding with its official launch.

TKO Group Holdings executive Mark Shapiro will serve on MARI’s board as a principal investor, alongside RedBird Capital Partners, Qatar Investment Authority, HSG, IMI media group, Ares Management funds, and Dr. Patrick Soon-Shiong. The Miami Dolphins ownership group, led by Stephen Ross, is also part of the coalition, while Barrett-Jackson’s founder and CEO, Craig Jackson, will continue in his role. This move consolidates significant assets in the rapidly growing experiential entertainment sector, potentially reshaping how fans engage with live events.

“Live events and experiences have never been more powerful,” Emanuel stated. “As people increasingly value experiences over things – and as hybrid work and AI give us more time to enjoy them – sports, art, lifestyle, and entertainment are becoming even more essential. At MARI, we’re building on the global impact of Frieze and the success of the Madrid and Miami Opens to create new ways for audiences to come together and share their passions.” Apollo partner Rob Givone added that Apollo Sports Capital will work with the MARI team to unlock value and explore further opportunities in live events, as reported by Sportico.

Officials stated that MARI will focus on expanding its portfolio and creating innovative experiences for audiences worldwide.