Backed By More Than $100M Investment: DEAG Founder Peter Schwenkow’s New European Live & Family Entertainment Group

Peter Schwenkow is planning the launch of a new European live and family entertainment group, bolstered by up to €100 million of equity from Swiss private equity firm Ufenau Capital Partners intended for investments and acquisitions.

Ufenau intends to back the initiative as investor and majority shareholder and is already reviewing initial investment opportunities.

“The aim is to bring successful mid-sized promoters, producers and operators together under a common umbrella and support their continued development alongside their existing management teams. Each business will retain its individual identity and operational autonomy,” the press release announcing Schwenkow’s latest endeavor states.

This sounds like Schwenkow will continue to do what he does best, just with a sharper focus on family entertainment and other non-concert live entertainment formats.

Schwenkow is one of the leading figures in European live entertainment. He founded DEAG Deutsche Entertainment AG in 1978 and built the business over more than four decades into one of Europe’s leading entertainment groups. During that time, he promoted performances by David Bowie, Anna Netrebko, David Garrett and the Rolling Stones, as well as productions such as Disney on Ice.

He also developed numerous proprietary entertainment formats, helped shape renowned venues including the Wintergarten, Friedrichsbau and Apollo variety theatres and Berlin’s Waldbühne, and led more than 60 acquisitions.

Schwenkow is one of the initiators of this new venture, and will contribute his extensive industry experience, network and M&A expertise. He is expected to lead the new group and, alongside Ufenau, play a central role in driving its strategic development.

After handing over the reins at DEAG to Detlef Kornett in 2024, Schwenkow continued to serve DEAG as a consultant. Last year, DEAG divested a subsidiary, Grandezza Entertainment, which specializes in family events, circus, and other non-concert forms of live entertainment. Schwenkow took on Grandezza, simultaneously ending his consultancy role with DEAG.

The Grandezza Entertainment GmbH is expected to become a complementary part of the new group in due course. Schwenkow plans to contribute his shares to the new venture at a later stage. Grandezza will continue to be led by Schwenkow and producer Thomas Schütte.

“Ufenau and Schwenkow aim to build a leading mid-market group in the European live and family entertainment sector over the coming years and would welcome conversations with entrepreneurs, management teams and advisers interested in contributing to its development,” the press announcement concludes.

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Comments:

Prof Peter Schwenkow, “Europe’s entertainment market is home to a large number of highly successful, often founder-owned businesses. Together with Ufenau, we want to offer these entrepreneurs and their management teams a long-term growth perspective as part of a strong European group. Ufenau brings capital and extensive buy-and-build expertise; I will contribute my industry knowledge and network. Ralf Flore and I have known and respected each other since our time together at DEAG. I look forward to opening a new chapter in European entertainment with him and his team.”

Ralf Flore, founder and managing partner of Ufenau Capital Partners, “I have known Peter for more than 17 years and worked closely with him during my time on DEAG’s supervisory board. 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. 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.”

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