DEAG acquires full ownership of handwerker promotion

Deutsche Entertainment AG (DEAG) has acquired the remaining 25.1 percent stake in handwerker promotion e. gmbh from its founder and managing director, Fred Handwerker. This move makes DEAG the sole shareholder of the Unna-based event organizer, following its majority stake held since 2013.

The acquisition aligns with DEAG’s “buy-and-build” strategy, which aims to strengthen its position in the live entertainment sector by reducing minority holdings in its subsidiaries. handwerker promotion will continue to operate as an independent brand.

Despite the change in ownership, the operational leadership remains unchanged. Fred Handwerker will continue to lead the company alongside Johanna Holthöwer, who joined the management team in 2024. handwerker promotion serves as a leading local promoter in North Rhine-Westphalia, organizing events ranging from club shows to stadium concerts.