Photo Credit: Fred Handwerker, Founder and Managing Director of handwerker promotion
DEAG acquires the remaining 25.1% stake in handwerker promotion from its founder, Fred Handwerker, becoming the sole shareholder of the company.
Deutsche Entertainment AG (DEAG) is acquiring the remaining 25.1% stake in handwerker promotion e. gmbh from its Founder and Managing Director, Fred Handwerker. The finalization of the deal will see DEAG become the sole shareholder of the company.
DEAG has held a majority stake in handwerker promotion since 2013, and the companies have celebrated numerous joint successes since. The full acquisition now marks a step further in the consistent implementation of DEAG’s growth and buy-and-build strategy. Simultaneously, DEAG is reducing minority interests in its companies as planned while strengthening its position in live entertainment.
Fred Handwerker, who founded handwerker promotion over 40 years ago, will continue to be actively involved in the company following the sale of his remaining stake. Fred will continue to lead the company alongside Johanna Holthöwer, who joined its management team in 2024.
One of the leading local promoters in North Rhine-Westphalia, handwerker promotion has staged concerts of all sizes for decades. Highlights have included concerts by leading artists like Justin Bieber, Iron Maiden, KISS, The Rolling Stones, Lionel Richie, Dolly Parton, The Scorpions, Neil Young, and Beyoncé. The company has continuously expanded its business activities and has also promoted tours across Europe, including those by Tokio Hotel and Rammstein’s Till Lindemann.
Beyond the concert business, the agency’s portfolio encompasses a broad range of additional live entertainment formats. These include shows like Riverdance and Nutten to Koks & frische Erdbeeren, family entertainment productions like Disney On Ice and Monster Jam, and comedy featuring talent like Kevin Hart and John Cleese.
“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 (Fred’s son) Alex Handwerker,” said Detlef Kornett, CEO of DEAG.
Fred Handwerker concluded: “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.”
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