Ari Emanuel’s New Mari Venture Leans Into Live Tourism Boom – and the Future of Sports-Driven Travel

Key Points

• Ari Emanuel launched Mari, a new global events and experiences company, focusing on the booming live tourism and sports-driven travel market.
• Mari's portfolio includes major international tennis events, the Frieze art organization, and collector car auction brand Barrett-Jackson, with backing from high-profile investors including Middle Eastern sovereign wealth funds.
• The sports tourism market is rapidly growing, with the Middle East playing a significant role in investments as countries diversify their economies beyond oil and gas.

Summary

Ari Emanuel has launched Mari, a new global events and experiences company aimed at capitalizing on the rapid growth of live tourism and sports-driven travel. Mari’s initial portfolio includes international tennis tournaments, the Frieze art organization, and the Barrett-Jackson collector car brand, with support from prominent investors such as the Miami Dolphins’ ownership group and Middle Eastern sovereign wealth funds. The move reflects the broader surge in live tourism, especially sports tourism, as travelers increasingly plan trips around major events, and regions like the Middle East ramp up investments to diversify their economies.