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The National Football League (NFL) has announced a multi-year extension of its global hospitality partnership with On Location.
The deal makes On Location, which offers premium experiences, hospitality and travel services, the official hospitality provider of the NFL until 2036. During the period, On Location will offer access to all premier NFL events, including the Super Bowl, NFL Draft and Pro Football Hall of Fame.
Additionally, On Location’s rights to sell and market International Games has been expanded to include all international markets. Official packages feature premium seating, in-venue and out-of-venue hospitality, player meet and greets and unique behind-the-scenes activities.
“Our partnership with the NFL was born out of a desire and commitment to give NFL fans one-of-a-kind, memorable experiences on the sport’s biggest stage, the Super Bowl,” said Paul Caine, On Location’s president.
“Now we work together across the full breadth of the NFL’s touchpoints, also including the Pro Bowl Games, Draft, Scouting Combine, and growing International Games. Together, we have reimagined what it means to truly be on location, continually expanding our offering to meet evolving fan demand for a more personalized, curated, premium experience that extends beyond just sitting in a seat watching a game.”
Record-breaking hospitality sales
The extension follows record-breaking hospitality sales at this year’s Super Bowl as well as continued global growth and expansion. On Location said there were a record-high number of hospitality packages sold for the first-ever international game held in Brazil, and an NFL Draft that set an attendance record as 775,000 fans experienced the three-day event in Detroit.
Endeavor recently announced that it has reached an agreement with TKO Group Holdings, Inc. for TKO to acquire On Location, in a transaction expected to be completed in the first half of 2025. On Location is a hospitality partner for both the Olympic Games and FIFA World Cup.
The NFL founded On Location before selling equity to RedBird Capital Partners, Bruin Capital and the Carlyle Group in 2015. Endeavor acquired On Location in 2020.
“Since being founded at the NFL, the growth of On Location is truly impressive, and it is now widely regarded as the leader in premium experiences for many of the world’s largest sporting events,” said Peter O’Reilly, NFL Executive Vice President of Club Business, Major Events, and International.
“Delivering a world-class experience for our fans is so core to what we do at the NFL. With On Location being acquired by TKO, the impact of our partnership will only be enhanced, giving our fans access and experiences they will never forget. We look forward to working with them around our biggest events for years to come.”
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