AA announces partnership with Enthuse Group

AA and Enthuse Group enter joint venture for media business

New partnership for the AA’s Hotels, Hospitality, Publishing and Merchandising businesses

1 April 2019

The AA plc (AA) and Enthuse Holdings Ltd (Enthuse) announce today they have entered into a joint venture partnership in respect of the AA’s Hotels, Hospitality, Publishing and Merchandising businesses which are held in AA Media Ltd (AA Media).

Under the terms of the agreement, Enthuse will acquire 51% of AA Media and the balance will be held by AA plc. AA Media will continue to use the AA brand as defined under a brand licensing agreement.

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Specialist publishing and media group

Enthuse are a specialist international publishing and media group with a diverse portfolio of magazines, events and online communities acquired through a buy-and-build strategy. The Enthuse brands today serve thirty major enthusiast communities, principally in the UK and the US.

In partnership with Enthuse, AA Media has a unique opportunity to pursue accelerated opportunities for growth utilising existing partnerships, digitise its range of products and service as well as create operational efficiencies from utilising Enthuse’s shared services platform.

Focus on Roadside and Insurance

Simon Breakwell, Chief Executive of the AA, commented: “We are pleased to announce this partnership between the AA and Enthuse Group which will enable AA Media to accelerate its digitalisation and growth. This joint venture is a significant endorsement of the strength of the AA brand. Our decision to partner with Enthuse means that the Executive can focus on our core Roadside and Insurance businesses in line with our strategy.”

Owen Davies, CEO and founder of Enthuse Group, commented: “I am pleased to announce this partnership after a year of growth and international expansion for Enthuse. AA Media is a fantastic business with a beloved and trusted brand. We are delighted to welcome the AA Media team to Enthuse and we look forward to accelerating the opportunities to digitise and expand the business.”

"This joint venture is a significant endorsement of the strength of the AA brand."
- Simon Breakwell, Chief Executive of the AA

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