photo_cameraJohanna Holthöwer and Fred Handwerker
Industry
DEAG Takes Full Ownership of Handwerker Promotion
The German live entertainment group has acquired the remaining 25.1% stake in the concert promoter, with founder Fred Handwerker continuing in management.
DEAG Deutsche Entertainment AG has acquired the remaining 25.1% stake in German concert promoter handwerker promotion e. gmbh from founder and Managing Director Fred Handwerker, taking full ownership of the company.
DEAG has held a majority stake in the Unna-based promoter since 2013. The latest transaction forms part of the group`s strategy to consolidate ownership of its subsidiaries, reduce minority interests and strengthen its position in the European live entertainment market.
Financial details of the transaction were not disclosed.
Fred Handwerker, who founded the company in 1983, will remain actively involved in the business. He will continue to lead handwerker promotion alongside Johanna Holthöwer, who joined the management team in 2024.
Detlef Kornett, Group CEO of DEAG, said: "Over several decades, Fred Handwerker has built and shaped handwerker promotion with great dedication. His experience, network and instinct for successful projects are key factors in the company’s success. The full acquisition underscores our confidence in the future together with Johanna Holthöwer and Alex Handwerker."
Founded more than 40 years ago, handwerker promotion is an established concert promoter in North Rhine-Westphalia, organising events ranging from club shows to arena and stadium concerts.
The company has promoted more than 10,000 concerts during its history, working with international and German artists including The Rolling Stones, Iron Maiden, KISS, Beyoncé, Justin Bieber, Neil Young, Lionel Richie, Peter Maffay and Scorpions.
In recent years, the promoter has expanded beyond its regional market into international touring, including European tours by Tokio Hotel and Till Lindemann.
Its business also covers family entertainment, comedy and theatrical productions, with events including Disney on Ice, Monster Jam and Riverdance, alongside performances by comedians Kevin Hart and John Cleese.
Fred Handwerker, Managing Director of handwerker promotion, said: "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."
Part of DEAG`s European Growth Strategy
The acquisition follows DEAG`s strategy of expanding its live entertainment and ticketing operations while consolidating ownership of established businesses.
Founded in Berlin in 1978, DEAG operates across Germany, the UK, Ireland, Switzerland, Denmark, Spain and Italy, with group companies at 25 locations.
The company organises more than 6,000 live events annually and sells over 10 million tickets through its various businesses and ticketing platforms, including myticket and Gigantic.