MARI Acquires TodayTix, Redefining Live Event Experiences

In a significant move, MARI, the global events and experiences company founded by Hollywood agent Ari Emanuel, has acquired TodayTix Group. TodayTix operates an online platform that sells tickets to Broadway shows and other live events across the U.S., U.K., and Australia.

The acquisition, which closed in recent weeks, is part of Emanuel's strategy to build MARI into a leading player in the live experiences market. MARI's portfolio already includes the Madrid and Miami Open tennis tournaments, Frieze contemporary art brand, and Barrett-Jackson collector car auctions.

With the addition of TodayTix, MARI aims to "redefine the event lifecycle," encompassing discovery, purchase, and post-event engagement for audiences. TodayTix co-founder and CEO Brian Fenty will remain in his role and join MARI's executive team, while co-founder Merritt Baer will continue leading Secret Cinema, one of TodayTix's brands.

"This is the next step in building MARI as a global leader in live experiences," Emanuel said in a statement. "With TodayTix, we're adding a technology engine and a direct line to audiences that makes our portfolio even more powerful."