Ending months of industry speculation, Endeavor today announced that it will sell the leading art fair and media brand Frieze to a new company founded by Ari Emanuel, Endeavor’s former chief executive.
Endeavor, a Los-Angeles talent and entertainment company, floated Frieze for potential sale in October, this was followed by a $13bn buyout by the private equity firm Silver Lake, a deal that took Endeavor private in March.
Emanuel, a co-founder of Endeavor, announced his plans to bid for Frieze, as well as the Madrid and Miami Open tennis tournaments, in November.
To bring Frieze back under his control, Emanuel has created an as-yet-unnamed global events and experiences company, backed by a consortium of global investors. These include Apollo Global Management Inc. and Redbird Capital Partners, reports Bloomberg. Frieze will be a “foundational part” of Emanuel’s company, according to a statement. It is not yet known where this company will be based.
The Financial Times (FT) reports that Frieze was bought for “nearly $200m”. A spokesperson for Endeavor declines to confirm this figure. FT also reports that the deal will likely close in the third quarter of this year.
The acquisition encompasses the seven art fairs—including Frieze New York, which opens next week (7-11 May)—the magazine Frieze, and its gallery sharing initiative No.9 Cork Street in London.
“Frieze has always been a source of inspiration for me—both professionally and personally,” Emanuel said in a statement. “Having worked with the team for nearly a decade, I’ve seen firsthand the strength of their community and the ambition driving their mission to expand the reach and understanding of contemporary art. Frieze is well positioned for further growth and represents a strategic cornerstone in our new global events platform.”
While the sale of Frieze raised concerns of a restructure, its leadership remains intact. Frieze chief executive Simon Fox said in a statement: “This news marks an exciting new chapter for Frieze. Our commitment to quality — and to supporting the arts community — remains at the heart of what we do. With the support of new ownership, we’re well placed to accelerate our creativity, collaboration and growth.”
Latham & Watkins LLP acted as legal adviser and The Raine Group and BDT & MSD Partners acted as financial advisers to Endeavor Group Holdings, Inc, according to a release.
For the buyer, meanwhile, Akin Gump Strauss Hauer & Feld LLP acted as legal adviser to the buyer while Goldman Sachs & Co. LLC and LionTree Advisors LLC acted as financial advisers.
