Apollo, Hellman & Friedman and Platinum Equity invest in live events, as the sector enjoys a wave of PE interest

Summer is shaping up to be a busy one for live events, and private equity firms are taking notice. A recent flurry of deals in the sector highlights a growing appetite among investors for businesses that capitalize on experiences ranging from sporting events to music festivals.

Apollo Global Management is reportedly nearing a deal to acquire Qdoba, a fast-casual restaurant chain known for its Mexican-inspired menu, from Butterfly Equity. While not a live event company itself, Qdoba's grab-and-go model could potentially cater to audiences attending large gatherings.

> "The restaurant sector is not the only one seeing action. This week, we learned of another restaurant investment, with NRD Capital Ventures acquiring a majority stake in Super Chix, a Nashville-based fried chicken and custard concept. Private equity firms are likely betting on the enduring appeal of dining experiences, both as standalone destinations and as complements to other leisure activities."

Private equity investments

Meanwhile, Hellman & Friedman is in advanced discussions to acquire a significant stake in Atlassian, an Australian software company specializing in collaboration and productivity tools. While Atlassian isn't directly involved in live events, its software could be crucial for managing the logistics and communication of large-scale event organizations.

Platinum Equity recently announced its acquisition of The HCI Group, a global provider of healthcare IT consulting and staffing solutions. This marks another diversified investment for Platinum, which has a broad portfolio across various industries.

Live events sector growth

Last year, Silver Lake acquired an additional stake in Endeavor Group Holdings, increasing its ownership in the global sports and entertainment company. This move underscores the strong private equity interest in established players within the live events and entertainment ecosystem.

Also in the past year, Providence Equity Partners invested in Global Web Index (GWI), a leading provider of target audience data and consumer insights. GWI's data analytics capabilities can help live event organizers better understand their audiences and tailor experiences.

These investments demonstrate a clear trend: private equity sees significant value in companies that power, support, or directly participate in the live events market. As people increasingly prioritize experiences, the sector is poised for continued growth and investment.