DEAG Deutsche Entertainment has acquired 85% of British company How To Academy via its subsidiary Fane Productions.
With a view to building its market position within the spoken-word and literary events sector, the acquisition will see DEAG benefit from the company’s several hundred live events and digital events held every year. Additionally, How To Academy produces podcasts, live streams, films and also publishes its own books.
How To Academy has organised events with a number of international figures across literature, business, politics and film including Bill Gates, Al Gore, Natalie Portman and Ai Wei Wei.
“The spoken-word and literary events segment has been growing dynamically for years. We are delighted to be able to further expand our strong position by acquiring How To Academy,” said Detlef Kornett, co-chief executive of DEAG.
“The addition of How To Academy’s complementary product range to our portfolio will result in significant synergy effects and cross-selling potential. How To Academy has a broad-based portfolio that perfectly complements our offering, especially for digital events. We see considerable growth opportunities in the spoken-word and literary events segment and will unlock further added value through the acquisition of How To Academy. With Fane, lit.COLOGNE and How To Academy, we are in an excellent position to continue growth internationally and in Germany.”
How To Academy’s John Gordon will remain on board as managing director and will continue to run the business along with his current team.
The acquisition follows the news that DEAG will return to the Frankfurt Stock Exchange in the first quarter of this year, after originally delisting in 2021.