TodayTix Group sold to global events company MARI

MARI, the global events and experiences company founded by American businessman Ari Emanuel, has acquired TodayTix Group from private equity firm Great Hill Partners for an undisclosed sum.

TodayTix Group, which operates ticketing platforms including TodayTix, Secret Cinema, LondonTheatre and Show-Score, operates across the US, UK and Australia. Since its launch, the company has become a major player in mobile and digital ticketing for live cultural experiences and performing arts.

The acquisition brings TodayTix Group into MARI’s portfolio, which already includes the Miami Open, Mutua Madrid Open, Frieze and Barrett-Jackson. The move strengthens MARI’s presence in live performance and adds new technology and data capabilities to its operations.

Brian Fenty will remain CEO of TodayTix Group and will join MARI’s executive leadership team, while co-founder Merritt Baer continues as artistic director and producer at Secret Cinema. MARI’s leadership team includes Emanuel as founder and principal investor, Mark Shapiro as board member, Matt Cohn as managing partner, and Ben Enowitz as chief financial officer.

Emanuel said today: “With TodayTix, we’re adding a technology engine and a direct line to audiences that makes our portfolio even more powerful. Alongside sport, art, and lifestyle, theatre and immersive performance now sit at the core of what we do – expanding our reach and deepening how we connect people with defining live experiences.”

Great Hill Partners, which first invested in TodayTix in 2019, supported the company through several growth initiatives during its six-year involvement. Managing director Michael Kumin said: “Since investing in 2019, the company has shown impressive resiliency while successfully executing numerous organic and inorganic growth initiatives. We would like to thank Brian, Merritt, and the TodayTix team, and are confident that the company will continue to prosper as part of the MARI platform.”

Fenty concluded: “Together, we will elevate user experience, empower creators, and redefine the event-level offering in ways the world hasn’t yet seen, with purpose-built AI for the future of events. We are thrilled to join the MARI family and brand, and are equally appreciative to the Great Hill Partners team, who have provided incredible support, resources, and value creation over the course of their six-year investment that enabled the company to achieve incredible growth and momentum.”

Financial advice for the transaction was provided by Moelis and Company and LionTree Advisors, with legal counsel from Paul Hastings LLP for TodayTix Group and Great Hill Partners, and Akin Gump Strauss Hauer and Feld LLP for MARI.