NFL Extends Partnership with On Location
New deals runs through 2036 and includes all international games
Posted On: November 5, 2024 By :The National Football League and On Location have announced a multi-year extension of their global hospitality partnership, keeping the experiences, hospitality and travel company as the official hospitality provider of the NFL through 2036.
With the extension, On Location will continue to offer access to NFL events including experiences at the Super Bowl, NFL Draft, Pro Football Hall of Fame, Pro Bowl Games and combine.
“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.”
As part of the extended agreement, On Location’s rights to sell and market International Series Games has been expanded to all international markets. The extension follows a record-breaking Super Bowl earlier this year in Las Vegas, the first-ever game held in Brazil and an NFL Draft that set an attendance record as 775,000 fans experienced the event in Detroit.
“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 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.”
On Location also has hospitality partnerships with the Olympic and Paralympic Games (Paris 2024, Milano Cortina 2026 and LA 2028), 2026 FIFA World Cup, WrestleMania, Daytona 500 and Final Four. The NFL founded On Location before selling equity to RedBird Capital Partners, Bruin Capital and the Carlyle Group in 2015. In 2020, On Location was acquired by Endeavor, which recently announced that it has 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.
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