EXCLUSIVE: Authentic Brands Group said Tuesday it acquired a 20% equity stake in live events and content production company Medium Rare for an undisclosed sum.ABG’s stakeholder, Shaquille O’Neal, helped broker the deal.
The basketball great already works closely with Medium Rare, which produces a festival experience and annual Super Bowl event, Shaq’s Fun House, and oversees management of his budding career as DJ Diesel.
ABG manages O’Neal’s IP globally.The deal will let AGB tap Medium Rare’s platform to produce branded events for broadcast, streaming and in-person.Medium Rare will be able to tap into ABG’s vast portfolio of entertainment, media and lifestyle brands including O’Neal, Sports Illustrated, Elvis Presley, Marilyn Monroe,
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