Feld Entertainment

What Feld Entertainment does

Feld Entertainment, Inc. is a privately held, family-owned live touring entertainment company founded in 1967 and headquartered in Palmetto, Florida. It produces and presents more than 5,000 live shows annually across up to 80 countries on six continents, operating multiple flagship brands including Ringling Bros. and Barnum & Bailey (reimagined 2023, 60-city 2026 tour), Monster Jam (monster truck motorsports), Disney On Ice (under long-term Disney licensing), and the SMX League (combined supercross and motocross championship). The company also runs Marvel Universe LIVE! and Jurassic World Live Tour under major studio licenses.

The core operating technology is large-scale touring production infrastructure, anchored by a 100,000-square-foot rehearsal and event complex (Feld Entertainment Studios) with rigging grids up to 260' x 90' and 600,000 lb weight capacity, supporting arena and stadium-scale productions. In 2026, Feld extended into immersive technology through a partnership with DOF Robotics to license a VR-based Grave Digger monster truck attraction using a 6DOF motion platform for theme parks and FECs globally, signaling an early push into location-based entertainment technology.

Feld generates revenue through a diversified mix: primary ticket sales via Ticketmaster and brand sites, sponsorships and advertising (e.g., $3,000 minimum display buys on MonsterJam.com and SupercrossLIVE.com; multi-year partnerships with Bass Pro Shops, Zenni Optical, Spin Master), licensing and merchandise (Feld Consumer Products division, Monster Jam toys via Spin Master), corporate VIP hospitality, and venue rental of its rehearsal studios. Direct-to-consumer distribution is supplemented by regional promoters (e.g., Showtime Management in South Africa) and the Feld Preferred Customer loyalty program. The customer base is primarily mass-market families with children and motorsports fans, with brand partners as the secondary enterprise layer.

Name

Feld Entertainment

Legal name

Feld Entertainment, Inc.

Website

https://feldentertainment.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Feld Entertainment is a privately held, family-owned live touring entertainment company that produces 5,000+ shows annually across 80 countries under brands including Ringling Bros. and Barnum & Bailey, Monster Jam, Disney On Ice, and the SMX League, serving mass-market families and motorsports fans worldwide.

Ownership category

akta.pro rank

Product category

Live Family Entertainment

NAICS

Amusement and Theme Parks (71311)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Circus, Magic & Variety Shows (THAJAFAH)

akta.pro secondary industry

Circus & Physical Theatre (MPAGABAL)

Keywords

• Live touring entertainment
• Family entertainment productions
• Monster truck events
• Ice shows productions
• Motorsports live events

Headquarters

HQ city

Palmetto

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Live Event Ticket Sales: The primary revenue stream comes from ticket sales to live touring shows including Ringling Bros. and Barnum & Bailey circus, Monster Jam, Disney On Ice, and SMX League events across arenas and stadiums globally.
2. Sponsorship and Advertising: Display advertising is available on MonsterJam.com and SupercrossLIVE.com websites in 728x90, 300x250, and 320x50 formats with minimum buy of $3,000. Global partnerships with brands including Bass Pro Shops, Zenni Optical, and Spin Master provide sponsorship revenue.
3. Licensing and Consumer Products: Merchandise, souvenirs, and concessions sales through Feld Consumer Products division. Licensing of brands including Monster Jam, Ringling Bros., and Disney On Ice for consumer products and toys through partnerships like the Spin Master collaboration for Monster Jam toys.
4. Corporate Partnerships and VIP Hospitality: Sponsorship opportunities, corporate VIP hospitality, and venue rental services at Feld Entertainment Studios rehearsal facilities generate revenue from business customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Feld Entertainment produces and presents live touring family entertainment experiences across multiple iconic brands, including Ringling Bros. and Barnum & Bailey circus (60-city tour), Monster Jam motorsports events, Disney On Ice skating shows, and the SMX League (superMotocross). The company produces more than 5,000 live shows annually in up to 80 countries across six continents, supported by its 100,000 sq ft Feld Entertainment Studios rehearsal facilities. Complementary revenue comes from ticket sales, sponsorships, brand licensing, consumer products/merchandise, corporate VIP hospitality, and digital content (including a Monster Jam FAST channel on Prime Video).

Differentiator

Problem solved

Functional benefit

Products and services

• Ringling Bros. and Barnum & Bailey - The Greatest Show On Earth Tour Reimagined live touring circus production targeting modern families, combining traditional circus acts with contemporary music-driven entertainment across a 60-city tour.
• Monster Jam Live motorsports competition featuring 12,000-pound monster trucks including Grave Digger, Max-D, and El Toro Loco performing Freestyle, Skills Challenge, and Racing competitions at arenas and stadiums.
• Disney On Ice Licensed touring ice skating productions featuring Disney characters, including Road Trip Adventures and Mickey's Search Party, produced under agreement with Disney and performed at arenas globally.
• SMX League / Monster Energy SMX World Championship Combined supercross and motocross racing championship series culminating in the Monster Energy SMX World Championship Final, with broadcast coverage on NBC, Peacock, and YouTube.
• Disney On Ice presents Mickey's Search Party Touring Disney On Ice production featuring performances with Disney characters including Moana, Elsa, Belle, and Toy Story characters.
• Grave Digger VR Attraction VR-based licensed monster truck attraction featuring the Grave Digger brand, with 6DOF motion platform for up to six riders, distributed to amusement parks and theme parks globally.
• Monster Jam FAST Channel on Prime Video Free ad-supported streaming TV channel on Prime Video distributing Monster Jam content to digital audiences.
• Feld Consumer Products (Merchandise, Souvenirs & Concessions) Branded merchandise, souvenirs, and concessions sold at venues and through licensing partners, including Monster Jam toy trucks produced by Spin Master.
• Feld Entertainment Studios Rehearsal and Event Venue Rental 100,000 sq ft rehearsal and event facility at global headquarters in Palmetto, Florida, available for venue rental to corporate clients and touring productions.
• Feld Entertainment Sponsorship and Advertising Program Sponsorship and advertising opportunities including digital display ad inventory on MonsterJam.com and SupercrossLIVE.com (728x90, 300x250, 320x50 formats with $3,000 minimum buy) and global brand partnerships.
• Marvel Universe LIVE! Touring Marvel-character live entertainment production referenced as part of Feld's brand portfolio.
• Jurassic World Live Tour Touring Jurassic World-themed live entertainment production referenced as part of Feld's brand portfolio.

Quantifiable outcome

• Producing more than 5,000 shows each year in as many as 80 countries on six continents
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

Six partnerships are on record, tiered core, regional and minor.

• DOF RoboticscoreStrategic or Co-development Partner · 26 May 2026Turkish robotics company DOF Robotics developed a VR-based Grave Digger monster truck attraction experience featuring a 6DOF motion platform with immersive visuals, sound, vibration, and wind effects for up to six riders. Feld Entertainment, owner of Monster Jam series, approved and partnered with DOF to bring the Grave Digger attraction to global markets including Europe, Asia, and the United States. The experience is marketed to amusement parks, arcades, and theme parks seeking licensed monster truck entertainment.
• St. Jude Children's Research HospitalcoreGTM or Marketing Partner · 9 May 2026Rocky Mountain ATV/MC organized third annual Love Moto Stop Cancer Golf Tournament raising more than $150,000 for St. Jude Children's Research Hospital, with $83,000 from live auction. Feld Entertainment provides support for the event. St. Jude provides treatment at no cost to families and has helped raise childhood cancer survival rates from 20% to 80%.
• Showtime ManagementregionalChannel Partner/ Reseller/ Distributor · 10 March 2026South African local promoter bringing Disney On Ice presents Mickey's Search Party to Sunbet Arena in Pretoria, South Africa from June 28 to July 5, 2026, in association with FNB. Tickets starting at R200 per person via Ticketmaster.
• Bass Pro ShopscoreGTM or Marketing Partner · 9 January 2026Multi-year partnership making outdoor recreation retailer Bass Pro Shops the featured partner across entire SMX racing calendar. Thunder Ridge at Big Cedar Lodge near Branson, Missouri hosts the Monster Energy SMX World Championship Final on September 26, 2026. Marks Bass Pro Shops' first foray into offroad motorcycle racing while continuing motorsports investments that began with NASCAR in 1998.
• Zenni OpticalminorGTM or Marketing Partner · 14 January 2025San Francisco-based online eyewear retailer Zenni Optical designated as Official Eyewear Partner of Monster Jam in multi-year partnership. Zenni launching curated line of Monster Jam-themed frames and accessories for adults and children with customizable lenses including blue-light blocking and polarized options. Partnership marks Zenni's first entry into motorsports.
• Rocky Mountain ATV/MCminorGTM or Marketing PartnerOrganized Love Moto Stop Cancer Golf Tournament benefiting St. Jude Children's Research Hospital with support from Feld Entertainment.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cirque du Soleil: Cirque du Soleil operates large-scale, touring live entertainment productions with acrobatic, theatrical, and circus-style content — the closest direct analogue to Feld's Ringling Bros. and Barnum & Bailey touring shows. Both monetize globally through arena-scale touring productions and licensing of show formats, serving similar family and tourist audiences.
• MSG Entertainment: MSG Entertainment produces iconic live entertainment productions including the Radio City Christmas Spectacular (featuring the Rockettes) and operates MSG-branded arena experiences. Like Feld, MSG owns heritage family entertainment IP, tours arena-scale productions, and monetizes through ticket sales, sponsorships, and licensing.
• NASCAR: NASCAR operates the largest stock car racing series in the US, producing live motorsports events, merchandise, and sponsorship programs. Directly comparable to Monster Jam and SMX in motorsports event production, ticket sales, sponsorship monetization, and consumer products licensing.
• PBR (Professional Bull Riders): PBR operates a touring bull-riding competition series producing live arena events across the US and internationally. Like Feld's Monster Jam, PBR monetizes through ticket sales, sponsorships (Wrangler, Camping World), and consumer products, targeting a similar action-sports enthusiast demographic.

Broad incumbents

• Live Nation Entertainment: Live Nation is the world's largest live entertainment company, promoting concerts, selling tickets through Ticketmaster, and operating venues. While much larger and broader than Feld, it competes for arena bookings, family entertainment audiences, and sponsorship dollars in the same touring live-events category.
• AEG (Anschutz Entertainment Group): AEG operates one of the largest live entertainment and sports platforms globally, including AEG Presents touring, venue ownership (Staples Center, The O2), and sports teams. Comparable to Feld in producing and presenting live arena experiences at scale, though across a much wider portfolio.
• Endeavor Group Holdings: Endeavor owns UFC, PBR (Professional Bull Riders), IMG, and WME — operating live sports and entertainment events globally. PBR's touring bull-riding events are a near-direct analogue to Monster Jam and SMX in the action sports touring space, and Endeavor's broader agency and events platform competes for similar sponsorship inventory.
• TKO Group Holdings (WWE): TKO Group operates WWE, the largest professional wrestling organization, producing live touring sports entertainment events globally. Comparable to Feld in monetizing live arena events with strong fan loyalty, merchandise, sponsorship, and media rights, though in a different content vertical (sports entertainment vs. family/motorsports).
• Merlin Entertainments: Merlin Entertainments operates global theme parks and attractions (LEGOLAND, Madame Tussauds, SEA LIFE). Comparable to Feld as a large-scale operator of family entertainment experiences with strong brand IP, though Merlin is fixed-venue focused versus Feld's touring model.

Emerging players

• Tough Mudder: Tough Mudder operates mass-participation obstacle course and action sports events globally. Comparable to Feld's motorsports brands in targeting active-lifestyle and action-sports enthusiasts through live event experiences, sponsorship, and merchandise, though at a smaller scale and with participant (rather than spectator) monetization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FeldEnt
• YouTubeyoutube.com/FeldEnt
• Facebookfacebook.com/feldentertainment
• LinkedInlinkedin.com/company/feld-entertainment
• Instagraminstagram.com/feldentertainment
• TikToktiktok.com/@feldentertainment

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Feld Entertainment