Ari Emanuel Secures $3 Billion for Live Events Venture, Citing AI-Driven Shorter Workweeks

Entertainment mogul Ari Emanuel has launched MARI, a new live events venture, backed by nearly $3 billion in funding, predicated on the belief that artificial intelligence will usher in a three-day workweek, significantly boosting demand for in-person experiences. Emanuel, CEO of TKO Group Holdings and co-founder of Endeavor, is making a substantial bet on human connection and community in an increasingly AI-driven world.

Emanuel articulated his vision, stating, "The weekend starts Thursday now. In 2027, maybe it starts Wednesday. What are you gonna do? You're gonna watch a lot of content and you'll go to concerts, stand up, live events, and sports." He emphasized, "I can't express enough the need for people to get community. You want a great experience with other people. That bodes well for music, live sports and events. And there's only so much of them. That's my whole bet."

MARI has successfully raised approximately $2 billion in equity from prominent investors including Apollo, the Qatar Investment Authority, Ares Management, RedBird Capital Partners, and Patrick Soon-Shiong, alongside an additional $800-900 million in debt. This capital infusion supports MARI's strategic acquisitions, which include the Frieze art fairs, international tennis events like the Miami and Madrid Opens, and the collector car auction company Barrett-Jackson, all acquired from Endeavor.

While championing live events, Emanuel also engages with AI's potential in entertainment, having reportedly discussed the prospect of UFC fights featuring Elon Musk's Optimus humanoid robots. This dual perspective highlights his nuanced approach to technology's role, recognizing both its disruptive power in traditional work models and its potential for novel entertainment forms. Emanuel's strategy positions MARI to capitalize on anticipated shifts in leisure time and consumer behavior, reinforcing the enduring value of shared, tangible experiences.