Endeavor Invests in Asylum Entertainment Group – The Hollywood Reporter

Asylum CEO Steve Michaels

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effort Group Holdings, owner of WME, UFC and IMG, has made a strategic investment in nonscript production company Asylum Entertainment Group.

With the investment, Asylum, which owns a portfolio that includes The Content Group, Texas Crew Productions, Big City TV, Breaklight Pictures and Auditity, will become part of Endeavor’s unscripted content division. Rebecca Sanhueza, Endeavor’s executive vice president of content strategy and development, will lead Endeavor’s unscripted content business. Asylum’s Chief Executive Officer Steve Michaels and President Jodi Flynn will report to Sanhueza. The move marks Endeavor’s further foray into non-fiction.

“Rebecca is a key architect of Endeavor’s content strategy,” said Mark Shapiro, President of Endeavor. “She played a key role in growing Endeavor Content and IMG’s original content business and brings the vision and strategy needed to realize our global ambitions in the unscripted space.”

Asylum Entertainment Group has been the producer behind numerous reality shows, documentaries and unscripted series, including ESPN’s 30 vs. 30also Hillsong: The Megachurch Exposed, American Cartel, king of liars, Double up with Derricos, sin of the amish and how i caught my killer.

“Asylum is an ideal complement to our existing portfolio, and we will fully support Steve in building an industry-leading unscripted business,” Shapiro said.

“We have long admired the excellent work of Steve and Asylum,” said Sanhueza. “Steve’s hunger for growth, proven track record and market insight will benefit all of our creative partners as we seek to further invest in non-scripted productions.”

“Endeavor is the ideal partner for our next chapter of growth in the unscripted space,” said Michaels. “We are excited to offer new partners the unique opportunity to expand their vision, brand and business.”

Endeavor’s investment in production follows the sale of a majority stake in its production and distribution business, Endeavor Content, to CJ ENM in early 2022. Endeavor still holds a 20% stake in the company.