DEAG Agrees to Acquire Full Ownership of Handwerker Promotion

DEAG Deutsche Entertainment AG (DEAG) has agreed to acquire the remaining 25.1% stake in Handwerker Promotion from its Founder and Managing Director, Fred Handwerker.

The details:

• DEAG has held a majority stake in Handwerker Promotion since 2013.

• Following completion of the acquisition, DEAG will become the company’s sole shareholder.

• Fred Handwerker will continue to lead the company alongside Johanna Holthöwer, who joined its management team in 2024.

• The acquisition forms part of DEAG’s growth and buy-and-build strategy, including the planned reduction of minority interests in its group companies.

Backstory:

• Handwerker Promotion was founded in 1983, and is a leading local promoter in North Rhine-Westphalia, Germany.

• Its concert credits include Justin Bieber, Kiss, The Rolling Stones, Beyoncé, Iron Maiden and Dolly Parton.

• It recently expanded its business activities to promote tours across Europe from Tokio Hotel and Till Lindemann.

• Beyond concerts, its portfolio includes Riverdance, Disney on Ice, Monster Jam and comedy productions.

What they said:

• Fred Handwerker: “Handwerker Promotion and DEAG share a long history of success and a common understanding of the live entertainment business. The full acquisition creates a clear foundation for the company’s long-term development. I look forward to building on our close partnership and continuing to devote myself to exciting projects in the future.”