Premium hospitality company On Location has been selected by FIFA to become the official hospitality partner of the 2026 FIFA World Cup.
The company intends to help FIFA deliver “best-in-class” experiences through a range of hospitality programmes and packages for football’s largest event in two years time, looking to accommodate an expected seismic number of fans when descending on the US, Canada and Mexico.
With the next edition of the World Cup hosted in three different nations, On Location will be tasked with providing suitable hospitality for guests, employees, executives and also fans, such as relevant hotels near stadiums, fan park zones and add-on experiences.
In a bid to provide “more choices than ever before”, On Location is expected to launch its hospitality packages later this year through official sales agents.
Mattias Grafström, FIFA Secretary General, said: “With this groundbreaking agreement, we’re sure that we have found the perfect provider to offer premium experience products for the next World Cup that will appeal to domestic audiences across all three host countries, as well as the millions expected to travel from abroad for this historic tournament in 2026.
“Together with On Location, we will be able to curate and deliver game-changing experiences that will bring new fans to the game and offer enhanced experiences to anyone who attends any of the amazing stadiums in the 16 unique Host Cities.”
The 2026 FIFA World Cup will spread across 16 different cities across the three countries. New Jersey’s MetLife Stadium will host the final, whilst other cities in the US, such as Los Angeles, Dallas and Boston will host fixtures.
Canada gained two host cities in Toronto and Vancouver, whilst previous two-time hosts Mexico will host its fixtures at the Estadio Azteca.
The North American World Cup is expected to generate FIFA up to $11bn during the 2023-2026 financial cycle, with the hospitality programme set to contribute significantly towards that target.
With many of the host stadiums in the US having held major events like the Super Bowl in previous years, On Location is expected to leverage its vast experience in working with the NFL to organise hospitality packages for the World Cup.
On Location has worked with the likes of the NFL on Super Bowl events, the IOC for the upcoming Paris Olympics and future 2026 Milan Winter Olympics, as well as the UFC and WWE as part of the Endeavour Group, along with a host of other leagues and sports.
Speaking on the World Cup agreement, Paul Caine, President of On Location, said: “The 2026 FIFA World Cup will be transformative for the sport, and we are proud to be working with FIFA to deliver its largest hospitality programme ever and playing a role in football’s growth in North America.
“More people than ever will have the chance to experience an elevated, modern take on hospitality at one of the world’s greatest events, making memories that will last a lifetime.
“Our official hospitality guests can expect a wide range of packages and prices, premium hospitality and a cutting-edge e-commerce platform, ensuring a seamless experience from start to finish. These once-in-a-lifetime experiences will celebrate the beautiful game and the unique culture of each Host City.”
Insider Sport gained exclusive insight into how On Location has prepared for the 2024 Olympics with its Chief Commercial Officer Scott Jernigan, also delving into what makes a true “once-in-a-lifetime” sporting experience.
