American football's top-tier NFL has extended its partnership with prestigious events and hospitality firm On Location – owned by Endeavor, and set to be taken over by TKO in 2025 – through 2036.
Through a deal unveiled yesterday (November 5), On Location will continue as the official hospitality provider of the 32-team league for the next 12 years. Its remit to sell and market International Series Games, meanwhile, has been expanded to include all international territories.
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The NFL originally founded On Location in 2004 as an events company (as NFL On Location), and sold equity in the property in 2015, before media and entertainment giant Endeavor bought it in 2020 for around $660 million. The NFL did, however, keep a stake through strategic investment arm 32 Equity, which it then chose to triple in early 2022.
On Location, as the official hospitality partner of the NFL, offers luxury travel, accommodation, and experiences, such as on-field and post-game access for the iconic Super Bowl. Indeed, the firm controls much of the Super Bowl ticket market with the NFL licensing 9,500 tickets to the company for its showpiece.
Through this new long-term partnership renewal, On Location will continue to offer access to all premier NFL events, such as the Super Bowl, NFL Draft, Pro Bowl Games, and Scouting Combine.
On Location has said that the 2024 Super Bowl in February “surpassed previous hospitality sales highs,” and that the International Series game in Brazil in September also attracted record numbers of hospitality package-holders.
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By GlobalDataPaul Caine, On Location's president, has said: “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.”
Peter O’Reilly, executive vice president of club business, major events, and international for the NFL, also commented: “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.”
The deal through which On Location is set to fall under the TKO banner from next year – TKO is still technically a subsidiary of Endeavor – was announced late last month, and will be a $3.25 billion all-equity purchase.
TKO will also take control of major sports and entertainment agency IMG, and the Professional Bull Riders competition.
This move, which will close in the first half of 2025, expands TKO’s operations outside of just competitions, and into the broader sports business landscape, whilst simultaneously helping pare down Endeavor’s own operations before it is set to privatize in the first quarter of 2025.
Aside from the NFL, meanwhile, On Location is also the official service provider for major events such as the Olympic and Paralympic Games (including the editions having taken place in Paris over July, August, and September), the Ultimate Fighting Championship, and golf's Ryder Cup.
In mid-July, the firm was also appointed as the official hospitality provider of soccer's men's 2026 FIFA World Cup, taking place across Canada, Mexico, and the US.
Following a request for proposals, the Endeavor-owned premium hospitality and events business was selected after a “thorough” process.
As the official hospitality provider of the World Cup, On Location will have exclusive global rights to promote, sell, and operate the hospitality program at the 16 stadiums across the tournament’s host cities, offering ticket-inclusive fan experience packages.
