The NFL and premium hospitality provider OnLocation has renewed its partnership as the latter will continue to be the league’s official hospitality provider until 2036.
With the extension, On Location will continue to offer access to all premier NFL events and create fans’ experiences at the Super Bowl, NFL Draft, Pro Football Hall of Fame, Pro Bowl Games and Scouting Combine.
Additionally, OnLocation’s rights to sell and market International Series Games have been expanded to include all international markets, with the NFL hosting more regular season games overseas including recently Sao Paulo, London and Frankfurt.
OnLocation provides official packages featuring premium seating, in-venue and out-of-venue hospitality, player meet and greets, unique behind-the-scenes activities and more.
Peter O’Reilly, NFL Executive Vice President of Club Business, Major Events, and International, commented: “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.
“Delivering a world-class experience for our fans is so core to what we do at the NFL. With OnLocation 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 extension follows a record-breaking Super Bowl earlier this year, which surpassed previous hospitality sales highs, continuing OnLoation’s global growth and expansion.
This followed a record-high number of hospitality packages sold for the first-ever international game held in Sao Paulo, and an NFL Draft that set an attendance record as 775,000 fans attended the three-day event in Detroit.
Paul Caine, President of On Location, said: “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. 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 personalised, curated, premium experience that extends beyond just sitting in a seat watching a game.”
OnLocation was recently acquired by TKO Group alongside IMG and the Professional Bull Riders league from Endeavour Group, enabling synergy to help provide similar hospitality packages to other TKO Group companies such as the UFC and WWE.
