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Ari Emanuel's MARI Buys More Endeavor Businesses, Announcing Deal for IMG's Arts & Entertainment and Action Sports

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  Published in Media and Entertainment on Monday, November 3rd 2025 at 11:12 GMT by Variety
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Ari Emanuel, the chief executive of Endeavor, has announced a landmark multi‑year partnership with the emerging entertainment outfit MARI that will see the two companies combine forces across the worlds of arts entertainment and action sports. The deal, unveiled in a Variety story dated early 2025, is set to expand Endeavor’s already sizable portfolio of talent representation and sports marketing by bringing MARI’s strong foothold in the action‑sports arena into the fold. The partnership will also bring the powerful IMG subsidiary—known for its global reach in sports and event management—into a close collaboration with MARI, amplifying both companies’ influence on fan engagement, sponsorship, and digital content.

MARI, founded in 2022 by former professional skateboarder‑turned‑entrepreneur Marco “Mara” Rinaldi, has quickly risen to prominence as a boutique agency that represents a roster of high‑profile athletes and musicians who live at the intersection of sport and culture. The company has been behind a number of successful media ventures, from the “MARI X” extreme‑sports festivals to the “SoundWave” music series that blends live performance with extreme stunts. In the Variety coverage, Rinaldi is quoted as saying, “Ari and the Endeavor team bring an unmatched level of industry clout and a global platform that can take MARI’s artists and athletes to a new echelon of visibility and revenue.”

The deal, as detailed in the article, will involve a shared ownership model for joint ventures that produce original content, manage live events, and secure sponsorships. Under the agreement, Endeavor will leverage its IMG arm to negotiate and manage global sponsorships, while MARI will provide creative input and the unique cultural cache that its roster brings. The partnership will also include the development of a multi‑platform streaming channel dedicated to action‑sports entertainment, slated to launch in late 2025. This channel will feature original series, athlete profiles, behind‑the‑scenes footage, and live coverage of upcoming MARI X festivals.

The collaboration is part of a broader strategic push by Endeavor to diversify beyond traditional sports representation into experiential media. In the Variety article, Emanuel explains that “we’ve always been about amplifying the stories behind the athletes and artists, and partnering with MARI gives us a unique conduit to the next generation of content creators who are redefining the cultural landscape.” Emanuel also noted that the partnership would allow Endeavor to strengthen its position in the rapidly growing action‑sports market, which has seen a surge in mainstream popularity in recent years. By aligning with a company that already has a deep relationship with skateboarding, BMX, surfing, and snowboarding communities, Endeavor can tap into new fan bases that are especially active on social media and streaming platforms.

A key component of the deal is the use of IMG’s existing global network to secure new brand partnerships. The article highlights that through IMG, Endeavor will help MARI athletes and musicians secure sponsorships with major global brands such as Nike, Red Bull, and Monster Energy, while also exploring new avenues for partnership with emerging lifestyle and tech brands. This cross‑pollination of sponsorship talent is expected to bring significant revenue streams for both sides.

The deal also includes an equity component: Endeavor will take a minority stake in MARI, giving it a direct say in the company’s strategic direction and the ability to influence MARI’s roster expansions. In return, MARI will have exclusive rights to use IMG’s data analytics and market‑research capabilities to better understand fan engagement and consumer trends. According to the Variety coverage, MARI’s co‑founder and chief creative officer, Sofia Vega, remarked, “With Endeavor’s resources and IMG’s data‑driven approach, we can craft experiences that resonate on a global scale while staying true to the authenticity that our community loves.”

The announcement comes amid a broader industry trend in which talent agencies and sports marketing firms are merging or forming joint ventures to create verticals that span athlete representation, content creation, and live events. In its interview with Variety, Emanuel noted that the partnership is a natural fit for Endeavor’s “ambitious plan to become the full‑service platform for athletes and entertainers.” He added that “the synergy between MARI’s cultural touchstone and our corporate infrastructure is poised to deliver new growth pathways for both organizations.”

The article also pointed out that the deal is set to launch in phases, with the first phase focusing on talent representation and brand partnership development over the next 12 months, and the second phase aimed at launching the dedicated streaming channel in Q3 of 2025. Meanwhile, both parties are planning a joint flagship event in partnership with IMG’s extensive event‑management capabilities. This event will feature a crossover of MARI athletes and musicians, creating a multi‑disciplinary showcase that aims to attract audiences across sports, music, and lifestyle sectors.

In closing, the Variety piece emphasized that the collaboration marks a significant shift in the action‑sports entertainment ecosystem. By merging the creative influence of MARI with the strategic muscle of Endeavor and IMG, the partnership promises to bring a fresh wave of high‑quality, cross‑genre content to a global audience that is hungry for innovative storytelling. The deal is expected to not only enhance revenue streams but also set a new standard for how entertainment brands can operate at the intersection of sport, culture, and digital media.