WME-IMG has changed the name of its six-letter parent company, which will now be called Endeavor.
A throwback to the agency that Ari Emanuel co-founded 1997, where he met his current co-CEO Patrick Whitesell, the refreshed name will continue to manage all portfolio companies including powerhouse talent agency WME and New York-based fashion and events company IMG.
“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,” Emanuel said in a statement.
Emanuel and Whitesell remain in power and have seats on the Endeavor board. WME represents some of the biggest stars and content makers in Hollywood.
Last year, the company closed a juggernaut acquisition of pay-per-view sports mint Ultimate Fighting Championship.
In August, the company was infused with a $1.1 billion investment which saw its valuation soar to $6.3 billion, up from its $5.5 billion valuation last year.