MARI expands into ticketing with TodayTix - reshaping live events

MARI, the live-experiences platform led by Ariel Emanuel, has acquired TodayTix Group, bringing a market-leading mobile ticketing engine and audience data into MARI’s portfolio. The deal folds TodayTix’s consumer brands and technology into a platform already anchored by major properties including tennis events and contemporary art fairs.

TodayTix Group arrives with a sizeable consumer base and industry footprint: the company claims more than 20 million members across key markets and a commercial network connecting to over 10,000 theatres, producers and cultural institutions. Its product set — mobile-first e-commerce, AI-driven personalization and data-science tools — gives MARI direct access to both demand signals and commerce infrastructure for live performance.

Leadership continuity was part of the plan. Brian Fenty, TodayTix’s co-founder and CEO, will remain in his role and join MARI’s executive leadership team, while co-founder Merritt Baer will continue as Artistic Director and Producer at Secret Cinema. The arrangement signals a strategic intent to keep TodayTix’s creative and commercial teams tightly integrated with MARI’s wider events operations.

The acquisition underlines two converging trends in live entertainment: digital channels now dominate discovery and purchase behaviour, and operators are investing in data and AI to lift yield per attendee. By internalising a ticketing stack, MARI can better control customer journeys across discovery, checkout and post-event engagement, while monetising insights for partners and producers.

For the wider market, the move is notable. Today’s buyers of live experiences increasingly expect seamless mobile transactions and personalised recommendations; owning that capability reduces reliance on third-party platforms and creates a direct consumer relationship. It also opens options for dynamic pricing, targeted promotions and cross-selling across a portfolio that spans sport, art and immersive events.

Financial terms were not disclosed. The transaction follows a six-year ownership period by private equity investor Great Hill Partners, which backed TodayTix through a growth phase. Advisors on the deal included Moelis & Company and LionTree for TodayTix and MARI, with legal counsel provided on both sides.

Looking ahead, integration will test how quickly MARI can scale TodayTix’s AI capabilities across large-scale sporting and cultural properties. If successful, the combined platform could become a template for vertically integrated event groups that pair marquee live assets with direct-to-consumer commerce and first-party data — a potentially lucrative model as the live-events sector continues to evolve in the digital era.