Photo Credit: Prof. Peter Schwenkow by Till Brönner
DEAG founder Peter Schwenkow plans a return to the live events business in a serious way, focusing on building a pan-European network of “mid-sized” promoters, producers, and operators.
Prof. Peter Schwenkow, the founder of Deutsche Entertainment AG (DEAG), is eyeing a major return to the live entertainment business after stepping away two years prior. Schwenkow has announced plans to build a pan-European network with €100 million ($115 million) of mid-sized promoters, producers, and operators, scaled through shared marketing, ticketing, and international expansion.
He also plans to integrate Grandezza Entertainment GmbH, his circus, family show, and Christmas event company, which he acquired in 2025 from DEAG, into one major group.
Launching with €100 million in funding from Swiss-based Ufenau Capital Partners, the as-yet-unnamed company is positioned for a quick buy-and-build strategy mirroring both Schwenkow’s and Ufenau’s business approach.
It’s a significant return for Schwenkow, who founded DEAG in 1978. He led it for nearly 50 years until stepping down in 2024 and into an advisory role that concluded last year with his acquisition of Grandezza.
“After 46 years at the front, I thought I needed a break,” said the 72-year-old. “I have a big family—five children, eight grandchildren—and I needed to figure out what I wanted for the next decade. After two years enjoying myself, I found that in the end, the entertainment gene is in my blood.”
His new venture aims to provide a “330-degree offering” with an interest in investing in every live sector except ticketing. The primary focus will be on family entertainment—something with “much healthier (margins) than the pop and rock business,” he says—Schwenkow remains interested in music promoters too.
“Anything that entertains people at a certain level of quality, in the long run, deserves an investment. If a festival comes along and we think it fits, we’ll buy it. It’s a load of money that is available, but we will not throw it out the window. I was always a careful CEO, and this is the way it’ll stay, but it’s definitely a sector that should be invested in,” Schwenkow explains.
“The underlying spirit is that I’m an entrepreneur, and I have great respect for entrepreneurs, so I want to find ones that fit into our new organization. The identity of the companies that we want to invest in is made by these entrepreneurs,” he adds.
“We’re in a people’s business, and in the end, it’s all about the people. If we can offer a bigger and stronger organization to those who’ve developed their own products, then we can help them bring their products to other territories.”
The operation plans to announce at least two acquisitions by the end of the year, in addition to folding in Grandezza. Any acquired businesses are expected to retain their identities and operational autonomy. Schwenkow will head the business as CEO, while his Grandezza partner, Thomas Schütte, and investor Ralf Flore from Ufenau will also play key roles.
“I have known Peter for more than 17 years and worked closely with him during my time on DEAG’s supervisory board,” shares Ralf Flore, founder and managing partner of Ufenau Capital Partners. “He is an exceptional entrepreneur who understands the entertainment market from first-hand operating experience and has a long track record of successfully building and integrating businesses.”
“The market is particularly attractive to Ufenau because it is highly fragmented and characterized by successful entrepreneur-led businesses with established formats and strong regional brands. A larger group can unlock additional opportunities across marketing, ticketing, international expansion, and the development of proprietary content,” Flore continues.
“Our aim is to realize that potential alongside strong management teams while preserving the identity and entrepreneurial culture of each business. Peter’s industry expertise and Ufenau’s experience in building European groups are highly complementary.”
While the venture will begin in Europe, Schwenkow says he is encouraged by the globalization of the entertainment industry and the potential for growth in other regions.
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