Ariel Emanuel, through his newly formed company Mari, has finalized the acquisition of Frieze, which includes its magazine, seven art fairs worldwide, and two exhibition spaces. The deal also encompasses tennis events like the Miami Open and Madrid Open, along with a majority stake in the collector car auction house Barrett-Jackson. The acquisition was first announced in May and reportedly valued at $200 million, with financial backing from investors including Apollo, RedBird Capital Partners, and the Qatar Investment Authority. Mari will be led by Emanuel and Mark Shapiro, with Simon Fox remaining as CEO of Frieze.
This acquisition matters because it consolidates a major art-world brand—Frieze, known for its influential art fairs and publication—under a media and sports conglomerate, reflecting a growing trend of experiential entertainment investments. The deal arrives during an uncertain art market and just before Frieze London and Frieze Masters, signaling potential shifts in how art fairs operate within larger lifestyle and sports portfolios. The involvement of high-profile investors and the integration of art with sports and live events underscore the increasing commodification and cross-sector expansion of the art world.