Endeavor’s On Location And The NFL Renew Hospitality Deal Through 2036

Endeavor‘s On Location and the NFL have renewed their hospitality agreement through 2036.

Ties between the entities have always been strong, as On Location was formed by the NFL. Endeavor bought a majority stake in the operation in 2020. Last month, Ari Emanuel’s diversified media firm announced a deal for On Location and other assets to be acquired by corporate sibling TKO Group Holdings, with an expected closing date in the first half of 2025. Endeavor is in the process of going private, while TKO is publicly traded.

As the NFL’s official hospitality partner, On Location offers fan experiences at the Super Bowl, NFL Draft, Pro Football Hall of Fame, Pro Bowl Games and the scouting combine. Under the new extension, On Location’s rights to sell and market International Series Games have been expanded to include all international markets. Packages typically include features like premium seating, in-venue and out-of-venue hospitality, player meet-and-greets and behind-the-scenes activities. 

“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,” On Location President Paul Caine said in a press release. “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, NFL EVP of Club Business, Major Events, and International, noted the league’s role in launching On Location and said its upcoming change of corporate address will help it continue growing. “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,” he said. “We look forward to working with them around our biggest events for years to come.”  

The extension follows a record-breaking Super Bowl last February, and continued momentum this season. A record number of hospitality package sales was recorded ahead of the first NFL game ever played in Brazil at the start of the regular season in September. The NFL Draft, which is held in a rotating series of U.S. cities, set an attendance record in Detroit last spring, with 775,000 fans showing up over the course of the three-day event.  

The NFL founded On Location before selling equity to RedBird Capital Partners, Bruin Capital and the Carlyle Group in 2015.

Along with the NFL, On Location has handled the Olympic and Paralympic Games, the FIFA World Cup, WrestleMania, Daytona 500 and the Final Four.