Berlin-based Deutsche Entertainment Aktiengesellschaft (DEAG) has entered the Italian live promoting market by acquiring live entertainment organiser MC² Live S.p.A.

The acquisition enlarges an already-extensive portfolio of international business. DEAG reports annual sales of over €300 million, selling over 10 million tickets per year – both for proprietary and third-party events. The German multinational owns more than 15 companies in the UK alone, ranging from live music promoters and theatrical companies to ticketing firms and exhibition venues.

Founded by former Iron Maiden promoter Andrea Peroni with his brother Stefano, MC² Live organise concerts and festivals in Milan and Bologna primarily, as well as hosting international events on occasion. The company is one of Italy’s leading independent live entertainment providers, with headquarters in Milan.

Artists that have performed at its shows range from Judas Priest, Slipknot and Rammstein to 50 Cent, Ne-Yo and Eros Ramazzotti.

DEAG’s subsidiary DEAG Concerts GmbH is acquiring all shares in MC² Live, but the Peroni brothers will continue to manage the company. Their existing team will be unchanged by the acquisition.

One of DEAG’s main aims with the acquisition is to ‘clone’ its existing portfolio of live events in the Italian market.

DEAG Group CEO Detlef Kornett said, “Following this year’s transactions with Showplanr, How to Academy, District Live and Sputnik/Black Mamba, the acquisition of MC² Live and the partnership with Andrea and Stefano is a further step in our international expansion strategy.

“MC² Live’s line-up of events for 2025 is impressive with acts including Pantera, Iron Maiden, Marilyn Manson, Tokio Hotel and many more. We will continue to expand MC² Live’s good market position by offering high-quality content and position the company even more prominently and internationally.”

Founder of MC² Live Andrea Peroni believes that his company has a strong partner in DEAG. “With DEAG … we can create … more international presence and further develop DEAG’s European network,” he explained.

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