Endeavor will encompass IMG, WME, Professional Bull Riders, UFC and other brands.

NORTH AMERICA–WME | IMG has revealed the formation of Endeavor, a new holding company that will take on the full portfolio of owned and operated brands formerly under the WME | IMG banner.

The new entity will be led by Ariel Emanuel, who will serve as chief executive officer, and Patrick Whitesell, who will serve as executive chairman. Both will also continue to sit on the company’s board.

“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,” says Emanuel. “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.”

Furthermore, the Endeavor portfolio of brands now includes the following: WME, a global entertainment agency representing clients across motion picture, television, sports, music, books, digital and theater; IMG, a global leader in sports, events, media and fashion; UFC, a premier professional mixed martial arts organization; Droga5, Cannes Lions Independent Agency of the Year; Professional Bull Riders; The Miss Universe Organization; and Frieze, an arts and media company.

The company will also encompass a range of properties, joint ventures and agencies including comedic management house Dixon Talent and artist management; consulting agency The Wall Group; Euroleague Basketball; eLeague, an eSports league created in conjunction with Turner; and a subsidiary in China focused on advancing the company’s growth in the region.

“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,” says Whitesell. “We have the relationships and the platforms to help our clients and partners extend their reach and bring their creative initiatives to life.”