Newly named holding company will operate portfolio of brands including WME, UFC and Pro Bull Riders

WME | IMG, the company that came together with the WME’s purchase of IMG in 2013, is changing its name to Endeavor.

The Endeavor name is a throw-back to the 2009 merger between famed talent house William Morris Agency and Endeavor Talent Agency wherein Endeavor executives Ari Emanuel and Patrick Whitesell became Co-CEOs of the merged William Morris Endeavor, or simply WME as it is now known. Endeavor will serve as the holding company for all owned brands obtained before and after the merger with the sports giant, Emanuel explained in a statement provided to Billboard.

Billboard Box

“WME | IMG represented a pivotal moment in our company’s history, but it does not accurately reflect the extent of our diversity or indicate where we’re headed,” he says. “In creating Endeavor, we now have a holding company that represents the very definition of the word itself, constantly striving to push boundaries on behalf of our clients and owned properties.”

Whitesell tells Billboard in a statement “Our business at its core remains rooted in access, service and creativity. The one substantial difference is that unlike 20 years ago, we’re now sitting at the center of an incredible global network. We have the relationships and the platforms to help our clients and partners extend their reach and bring their creative initiatives to life.”

Emanuel will serve as the company’s CEO and Whitesell its Executive Chairman with both men retaining their place on the company’s board.

The talent agency portion of Endeavor will continue to operate as WME with no changes in operation, while sports, events and media platform will continue to operate as IMG. Endeavor also owns UFC, advertising agency Droga5, Professional Bull Riders, the Miss Universe Organization and Frieze, an arts and media company.

Dave Brooks
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Dave Brooks

Founder & Executive Editor at Amplify Media
Dave Brooks has over 15 years experience as a writer, including eight years as the Managing Editor of Venues Today. He started Amplify in 2014 to give the industry its own voice and turn up the volume on live entertainment.
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