Milan-headquartered MC2 Live has organised events featuring international artists such as Rammstein, Slipknot, 50 Cent and Judas Priest. Its line-up of events for 2025 includes Pantera, Iron Maiden and Marilyn Manson.
Founders Andrea and Stefano Pieroni will continue to manage MC2 Live in the long term together with their team, who will all remain with the company.
DEAG said its move into Italy will create synergies in the live entertainment and ticketing sectors. The Berlin-headquartered group said it plans to host live events in Italy in the future that it has already successfully staged in its other national markets.
The acquisition comes after DEAG entered the Spanish market at the end of 2023 and recently completed deals for Showplanr, How to Academy, District Live and Sputnik/Black Mamba.
DEAG’s expansion strategy
Detlef Kornett, group chief executive of DEAG, said: “The acquisition of MC² Live and the partnership with Andrea and Stefano is a further step in our international expansion strategy and will open up just another national market. This is in line with our plan to expand and deepen DEAG’s international network of promoters.
“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.”
DEAG’s subsidiary DEAG Concerts GmbH is acquiring all of the shares in MC2 Live.
Andrea Pieroni, co-founder of MC² Live, said: “With DEAG, we have a strong partner at our side with whom we can create an even more international presence and further develop DEAG’s European network. I am convinced that we will benefit continuously from each other, and I am very much looking forward to working together with the whole group.”
Earlier this year, MC2 Live appointed Vivaticket to exclusively manage ticket sales for all events organised in Italy.