Newly named Holding Company will operate portfolio of brands including WME, UFC and Pro Bull Riders
WME | IMG, the company that came together with the WME's purchase of IMG in 2013, is changing its name to Endeavor.
The Endeavor name is a throw-back to the 2009 merger between famed talent house William Morris Agency and Endeavor Talent Agency wherein Endeavor executives Ari Emanuel and Patrick Whitesell became co-CEOs of the merged William Morris Endeavor, or simply WME as it is now known. Endeavor will serve as the holding company for all owned brands obtained before and after the merger with the sports giant, Emanuel explained in a statement provided to Billboard.
“WME | IMG represented a pivotal moment in our company’s history, but it does not accurately reflect the extent of our diversity or indicate where we’re headed,” he says. “In creating Endeavor, we now have a holding company that represents the very definition of the word itself, constantly striving to push boundaries on behalf of our clients and owned properties.”