On Location

What On Location does

On Location Events, LLC is a premium hospitality and experiential services company that serves as the Official Hospitality Provider for the world's most prestigious sports, music, and lifestyle events, including the NFL (Super Bowl, Draft, Combine, International Games), FIFA World Cup 2026, the Olympic and Paralympic Games (Paris 2024, Milano Cortina 2026, LA28 2028), NCAA Championships, WWE, UFC, PGA of America (Ryder Cup, PGA Championship), MLB, NASCAR, and the Rose Bowl. The company was founded in 2015, operates from offices in New York and Atlanta, and employs 501–1,000 staff. It is a wholly-owned subsidiary of TKO Group Holdings, Inc. (NYSE: TKO) following a $3.25 billion all-equity acquisition from Endeavor that closed in H1 2025, sitting alongside UFC, WWE, PBR, and IMG within the TKO portfolio. The company consolidates multiple acquired sub-brands including Anthony Travel, PrimeSport, CID Entertainment, CID Presents, Steve Furgal's International Tennis Tours, Valley Music Travel, Future Beat, Kreate Events, North America Sports Media, and Premiere Sports Travel.

The core technology stack is anchored by the proprietary Qcue "Ticketing Intelligence" platform, which supports dynamic pricing, inventory management, and demand optimization across marquee events. This is complemented by an in-house fraud prevention and chargeback management system, a custom e-commerce platform for verified official ticket packages, payment-processing integrations, and the On Location Live mobile application for event access and virtual experiences. The Platinum Access product layer enables fully bespoke, end-to-end custom experience design including luxury accommodations, ground transportation, hospitality suites, and exclusive access, with corporate programs priced above $2 million.

On Location operates a hybrid B2C/B2B go-to-market model. Direct-to-consumer sales are conducted via onlocationexp.com and a dedicated call center, supported by refundable deposit programs (e.g., $500 for LA28, $1,500 for Super Bowl LXI Access Guaranteed) that capture presale demand. Enterprise sales deliver customized corporate hospitality packages and travel-agency collaboration programs. Distribution is embedded directly within rights-holder channels (fifaworldcup26.hospitality.fifa.com, ufcvip.com, hospitality.la28.org) and extended through authorized sub-agents such as Overseas Network. Revenue is generated primarily through hospitality package sales (Super Bowl LX packages priced $6,500–$34,500 per person; FIFA WC 2026 suites priced $177,600–$317,100), travel package bundles (e.g., 2027 Ryder Cup 5-night packages at $9,425–$11,975 per person), and managed-service revenue from the Anthony Travel collegiate division. The business exhibits event-driven revenue volatility, demonstrated by at least $252 million in losses on the Paris 2024 Olympic program despite a $1.3 billion exclusive IOC deal, offset by record-breaking FIFA World Cup 2026 performance.

Name

On Location

Legal name

On Location Events, LLC

Website

https://onlocationexp.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

501–1,000 employees

Short description

On Location is the official hospitality provider for premier sports, music, and lifestyle events including the NFL, FIFA World Cup 2026, and the Olympics, selling verified ticket packages, premium suites, luxury accommodations, and bespoke travel experiences to affluent consumers and corporate clients globally.

Ownership category

akta.pro rank

Product category

Premium Sports Hospitality & Event Experiences

NAICS

Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sports Hospitality & Premium Experiences (VIP, Suites, Fan Zones) (MPAGAMAJ)

akta.pro secondary industries

Sports Events & Match Tickets (THAJAFAE), Hospitality, VIP & Experiential Sponsorship (Suites, Fan Zones, On-Site Activations) (MPAKALAH), VIP Event & Venue Access (Clubs, Lounges, Private Suites) (HSACAMAB), Tours, Activities & Experiences Booking Platforms (BPAMAIAJ)

Keywords

• Premium sports hospitality
• Official ticket packages
• Event hospitality services
• VIP sports experiences
• Corporate event hospitality

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Official Hospitality Package Sales: Primary revenue stream — sale of official hospitality packages bundling verified event tickets with premium seating, food and beverage, dedicated entrances, and exclusive in-venue experiences for marquee events (FIFA World Cup, Super Bowl, Olympics, NCAA, WWE, UFC, Ryder Cup, etc.). Packages are sold via direct-to-consumer online channels, sub-agent networks, and corporate/B2B sales, often with multi-installment payment plans.
2. Refundable Deposit Programs: Deposit-based reservation revenue (e.g., $1,500 Super Bowl LXI 'Access Guaranteed' deposit, $500 LA28 Olympics deposit) granting buyers early access to package selection, applied toward final package purchase.
3. Bespoke / Platinum Access Custom Programs: High-touch, fully customized corporate and individual hospitality programs with bespoke pricing (e.g., Super Bowl corporate packages exceeding $2 million) including accommodations, transportation, private suites, and exclusive experiences.
4. Travel Package Sales (Hotel + Ticket + Excursion Bundles): Multi-night bundled travel packages combining hotel accommodations, official event tickets, ground transportation, exclusive events, and curated excursions (e.g., 2027 Ryder Cup 5-night and 7-night packages at $9,425–$11,975 per person).
5. Sports Travel Services (Anthony Travel Division): Team, recruiting, administrative, and fan travel services provided to university athletic programs (e.g., Central Michigan University Athletics' 17 sports programs and 430+ student-athletes), generating managed-service revenue.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels10 records

Core offering

On Location is a premium experiential hospitality company that serves as the Official Hospitality Provider for the world's most prestigious sports, entertainment, and cultural events, including the NFL (Super Bowl), FIFA World Cup 2026, the Olympic Games (Paris 2024, Milano Cortina 2026, LA28), NCAA Championships, WWE, UFC, the Ryder Cup, MLB, and NASCAR. The company sells verified official ticket packages bundled with premium seating, in-venue hospitality, luxury accommodations, ground transportation, and exclusive experiences to both individual sports fans and corporate clients, complemented by a bespoke Platinum Access service and the On Location Live virtual experiences platform. It operates multiple sub-brands including Anthony Travel (collegiate athletic travel), PrimeSport, CID Entertainment, Steve Furgal's International Tennis Tours, and Valley Music Travel.

Product overview

On Location is a premier hospitality and VIP experience company, part of TKO Group Holdings (NYSE: TKO), that serves as the Official Hospitality Provider for the world's premier sports, music, and lifestyle events. The core platform operates across multiple sports verticals (NFL including Super Bowl, FIFA World Cup 26, LA28 Olympics, NCAA, WWE, UFC, golf such as Ryder Cup and PGA Championship, tennis including Australian Open, Wimbledon, US Open and BNP Paribas Open, MLB, NASCAR, and music festivals such as Lost Lands, Windy City Smokeout, and Lone Star Smokeout) with offerings spanning official tickets, in-venue hospitality suites, luxury accommodations, and travel concierge services. The core On Location platform is complemented by add-on modules including Platinum Access (bespoke/custom experiences), Ticketing Intelligence, Event Housing Services, and the On Location Live mobile application (virtual experiences platform with pre-recorded Personal Recordings from talent), as well as premium experience packages such as WrestleMania Elite and Super Bowl On The Fifty. The On Location Events, LLC umbrella includes acquired sub-brands Anthony Travel, PrimeSport, Steve Furgal's International Tennis Tours, CID Entertainment, CID Presents, North America Sports Media, Premiere Sports Travel, Valley Music Travel, Future Beat, and Kreate Events.

Differentiator

Problem solved

Functional benefit

Brands

• Anthony Travel: Division providing customized travel services for university athletic programs.
• CID Entertainment
• CID Presents
• Future Beat
• Kreate Events
• PrimeSport
• Valley Music Travel
• Steve Furgal's International Tennis Tours

Products and services

• On Location Official Hospitality Packages
• Platinum Access
• On Location Live
• Event Housing Services
• Anthony Travel
• PrimeSport
• Steve Furgal's International Tennis Tours
• CID Entertainment
• WrestleMania Elite
• Super Bowl On The Fifty

Quantifiable outcome

• Generated highest-ever FIFA World Cup hospitality revenue, exceeding all prior tournaments with 500,000+ packages sold
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature4 records

Partnerships

18 partnerships are on record, tiered flagship, core and minor.

• FIFAflagshipStrategic or Co-development PartnerOn Location is the Official Hospitality Provider for the FIFA World Cup 2026 across Canada, Mexico, and the United States (June 11 – July 19, 2026). Sells premium suite packages ranging up to $317,100 across 16 host cities.
• NFLflagshipStrategic or Co-development PartnerOn Location serves as the Official Hospitality Provider of the NFL, delivering verified ticket packages for the Super Bowl, Pro Bowl, NFL Draft, NFL Combine, Pro Football Hall of Fame, International Games, and team partner fan packages (e.g., New England Patriots).
• LA28 Olympic and Paralympic GamesflagshipStrategic or Co-development PartnerOn Location is the Official Hospitality Provider for the 2028 Los Angeles Olympic and Paralympic Games, having previously served Paris 2024 and Milano Cortina 2026. Deposits from $500 launched Feb 2026, general sale April 2026.
• NCAAcoreOEM/ Whitelabel/ Licensing PartnerOfficial Hospitality Partner for NCAA Championships including Men's and Women's Final Four, March Madness, Wrestling Championships, College World Series, and Women's Volleyball.
• WWEcoreOEM/ Whitelabel/ Licensing PartnerHospitality partner for WWE events including SummerSlam and Saturday Night's Main Event. Cross-property synergies with TKO Group Holdings enable products like WrestleMania Elite launched 2023.
• UFCcoreOEM/ Whitelabel/ Licensing PartnerOfficial Hospitality Provider for UFC, distributing packages through ufcvip.com including UFC 329 Challenger VIP Pass (McGregor vs Holloway 2, July 11 2026).
• PGA of AmericacoreOEM/ Whitelabel/ Licensing PartnerHospitality partner for PGA of America events including Ryder Cup (2027 Ryder Cup in Ireland) and PGA Championship.
• Rose BowlminorOEM/ Whitelabel/ Licensing PartnerOfficial Hospitality Partner for the Rose Bowl Game.
• Major League Baseball (MLB)minorOEM/ Whitelabel/ Licensing PartnerOfficial Hospitality Provider for MLB events including the MLB All-Star Game and MLB at Field of Dreams.
• NASCARminorOEM/ Whitelabel/ Licensing PartnerHospitality partner for NASCAR Cup Series including Daytona 500, Coke Zero Sugar 400, and Chicagoland Speedway.
• Steve Furgal's International Tennis TourscoreStrategic or Co-development PartnerBrand/division under On Location Events, LLC providing tennis tour packages for Australian Open, Miami Open, Wimbledon, US Open, BNP Paribas Open, and Laver Cup.
• Anthony TravelcoreStrategic or Co-development PartnerDivision of On Location providing team, recruiting, administrative, and fan travel services to collegiate athletic programs (e.g., Central Michigan University Athletics). Registered Seller of Travel in CA (CST No. 2015374).
• CID EntertainmentminorStrategic or Co-development PartnerSubsidiary/affiliate of On Location Events, LLC listed in Privacy Policy; registered seller of travel in CA (CST No. 2080540-50).
• PrimeSportminorStrategic or Co-development PartnerSubsidiary/affiliate of On Location Events, LLC listed in Privacy Policy; provides premium sports hospitality and ticketing services.
• Valley Music TravelminorStrategic or Co-development PartnerSubsidiary/affiliate of On Location Events, LLC listed in Privacy Policy; provides music event travel packages.
• Overseas NetworkminorChannel Partner/ Reseller/ DistributorAppointed as Official Sub-Agent (announced 2026-04-28) for sale of FIFA World Cup 2026 Official Hospitality Programme across multiple host cities, leveraging 25+ years of curated travel experience.
• New England PatriotsminorChannel Partner/ Reseller/ DistributorLaunched official Super Bowl LX fan ticket package with On Location available at OnLocationExp.com/Patriots for the Super Bowl in San Francisco (Feb 8, 2026).
• NFL (International Games Program)coreStrategic or Co-development PartnerHospitality provider for NFL International Games including the 2026 Los Angeles Rams vs San Francisco 49ers game at Melbourne Cricket Ground, Australia on September 11, 2026.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• QuintEvents: QuintEvents is a direct competitor in the premium sports hospitality market, offering official ticket packages, VIP access, and travel bundles for NFL, NCAA, and other major US sports — the closest head-to-head alternative to On Location's domestic sports business.
• IMG: IMG (now a TKO Group Holdings sister company alongside On Location following the $3.25B Endeavor acquisition) is a direct peer in sports and events hospitality, providing premium experiences, licensing, and event production services globally.
• Keith Prowse: Keith Prowse is the UK's leading premium sports hospitality and official ticketing provider, operating as the Official Hospitality Partner of The Championships, Wimbledon and other major UK sports properties — a direct competitor in international premium sports hospitality.
• Front Row Group (formerly Keystone Group): Front Row Group is a US-based premium sports hospitality company offering official ticket and travel packages across NFL, college football, and golf — a direct competitor for the same marquee US sports rights and corporate client base.
• Hospitality Finder: Hospitality Finder is a UK-based premium sports and events hospitality provider specializing in official hospitality packages for Wimbledon, Royal Ascot, rugby, and football — a comparable European peer in the official hospitality provider model.
• Sports Travel & Hospitality Group: STHG is a US sports hospitality and travel company offering fan and corporate packages for NFL, college sports, and major events — competing directly with On Location in the US premium ticketing and travel bundle market.
• cievents (formerly cievents / Salt Creek Hospitality): cievents is a global event hospitality and experience design company providing corporate hospitality and fan experience programs for major sporting events — overlapping with On Location's Platinum Access bespoke corporate offering.

Broad incumbents

• PRG (Production Resource Group): PRG is a global live events production and experiential services company with broader live-event production capabilities — comparable to On Location in the on-site event delivery layer (premium tailgates, fan zones) but spanning entertainment and corporate events broadly.
• Endeavor Group Holdings: Endeavor is the former parent of On Location (and current ~59% shareholder of TKO) and the parent of WME/IMG — a broad incumbent in sports, entertainment, and talent representation whose portfolio overlaps with On Location's hospitality and experiential activities.
• Creative Artists Agency (CAA): CAA is a global entertainment and sports agency with premium experiences, hospitality, and event production capabilities as part of a broader services portfolio — adjacent to On Location in corporate entertainment and premium experience design, though it does not specialize exclusively in official sports hospitality.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/onlocationexp
• LinkedInlinkedin.com/company/on-location-experiences

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries10 records

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about On Location