In a landmark move set to reshape the landscape of global art fairs, Hollywood powerhouse Ari Emanuel is preparing to acquire the Frieze art fair group and its associated media properties from Endeavor in a deal valued at nearly $200 million. This acquisition is a bold step in Emanuel’s strategy to build a global events company that brings together high-profile cultural, sports, and entertainment properties. The deal, expected to close in the third quarter of 2025, will see Emanuel take control of one of the most influential and recognized art fair brands in the world. It is an exciting development for the contemporary art market and signals Emanuel’s growing interest in expanding his empire into the cultural sector.
Frieze, founded in 1991 by Amanda Sharp and Matthew Slotover, initially started as a contemporary art magazine but quickly expanded into organizing art fairs beginning in 2003. Since its inception, the Frieze brand has played a key role in shaping the global art market, establishing flagship fairs in cities such as London, New York, Los Angeles, and Seoul. Under Endeavor’s ownership, which began in 2016, Frieze’s growth accelerated. The brand became synonymous with the contemporary art world, attracting top galleries, artists, collectors, and institutions from around the globe. The Frieze art fairs are known for their exclusivity, high-profile partnerships, and curated exhibitions that set the tone for the global art scene.
For Emanuel, the acquisition of Frieze is part of a larger vision to create a global events platform that transcends traditional boundaries. His newly formed company, backed by major investors such as Apollo Global Management and RedBird Capital Partners, aims to position itself at the forefront of the events industry by acquiring leading properties in various sectors, with Frieze being a cornerstone of his strategy. Emanuel, who made his name as a Hollywood agent and CEO of Endeavor (formerly William Morris Endeavor), has long been a major player in entertainment and sports. His new venture marks a shift toward cultural events, where art and entertainment intersect. By acquiring Frieze, Emanuel plans to leverage his extensive experience in managing high-profile events and his network of connections to elevate the brand to new heights.
The move has been met with enthusiasm within the art world, as it opens up new possibilities for Frieze’s future. Despite the changing landscape of the global art market, which has faced challenges in recent years, Emanuel’s acquisition signals a strong vote of confidence in the enduring relevance of art fairs. In particular, Frieze’s influence on the contemporary art world cannot be overstated. The fair’s reputation for showcasing cutting-edge art, attracting top-tier galleries, and providing a platform for emerging artists has made it a vital part of the art ecosystem. The acquisition will allow Frieze to continue its mission of expanding the reach and understanding of contemporary art while adapting to the evolving needs of both artists and collectors.
Ari Emanuel’s involvement in the art world is not new, as he has had connections with Frieze for nearly a decade, working closely with the team during his tenure at Endeavor. His deep knowledge of the art world and his close relationships with key players in the industry position him well to take Frieze into its next chapter. Emanuel’s leadership has always been defined by his strategic vision, and this acquisition reflects his commitment to building long-term value in cultural properties. Frieze will remain under the leadership of its current CEO, Simon Fox, who will continue to guide the company through this transition. The continuity of Frieze’s leadership ensures that its mission to support the arts and maintain its position as a leading global art fair will remain intact.
This acquisition comes at a time when the global art market is facing uncertain economic conditions. The market saw a decline of 12% in 2024, the lowest level in eight years, excluding the pandemic year of 2020. Despite these challenges, the art market’s long-term prospects remain strong, particularly for high-end art fairs such as Frieze. The growing international appetite for contemporary art, along with the increasing demand for art fairs as cultural events, positions Frieze for continued success. Under Emanuel’s stewardship, the fair is expected to expand its global reach, attract new collectors, and strengthen its brand presence in emerging markets.
As the deal moves toward finalization, the art world will be watching closely to see how Emanuel’s leadership and vision will influence the future of Frieze. With his proven track record in growing global properties and his strategic acumen, Emanuel is poised to make Frieze a central player in the future of art fairs and cultural events. The acquisition is a testament to the lasting power of art and its ability to adapt to new models of business and experience. Whether through exhibitions, media, or global fairs, Frieze’s role in shaping the future of contemporary art has never been more exciting.
