On Location wins 2026 World Cup F&B deal

Article posted by Coliseum, July 22^nd, 2024

Image: MetLife Stadium, Thecoolone1223, CC BY 4.0

FIFA has chosen hospitality provider On Location to run its premium experiences program for the 2026 World Cup.

AP said the value of the deal was not disclosed on Thursday but is expected to earn at least $1 billion for the world soccer body at the tournament, which will take place across Canada, Mexico and the USA from 11 June to 19 July 2026.

The next World Cup will be played in 16 cities, including 11 in the U.S. that host NFL games where On Location already operates. The final on July 19, 2026, will be at MetLife Stadium, the home stadium of the New York Giants and New York Jets.

On Location is a premium experience provider, offering world class hospitality, ticketing, curated guest experiences, live event production, and travel management across sports, entertainment, and fashion.

FIFA said in a statement, “Following extensive market research and a consultation period to identify the best-in-class practices and providers for this specific tournament and its domestic markets, FIFA launched a highly competitive RFP process in September 2023.

“On Location stood out on account of its extensive experience of delivering hospitality programs at some of the world’s most complex and high-profile sporting and entertainment events, as well as its unique understanding of the North American market and its diverse domestic fan base.”

On Location has added the FIFA World Cup contract to its three Olympics deal with the IOC starting next week at the Paris Summer Games. That Olympic deal includes the 2026 Milan-Cortina d’Ampezzo Winter Games and the 2028 Los Angeles Summer Games.

On Location’s parent company, Los Angeles-based Endeavor Group Holdings, also runs wrestling’s WWE and UFC in mixed martial arts. The hospitality subsidiary also works with UFC, golf’s Ryder Cup and the Coachella music festival.

As the Official Hospitality Provider of the FIFA World Cup 26, On Location will have exclusive global rights to promote, sell and operate the Official Hospitality Programme at the 16 state-of-the-art stadiums – including five at which it has previously delivered Super Bowl hospitality – across the tournament’s Host Cities.

Paul Caine, President of On Location, said: “The FIFA World Cup 26 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.”

The FIFA World Cup 26 is expected to help FIFA generate $11 billion during the 2023-2026 financial cycle, with the hospitality programme set to contribute significantly towards that target.

As underlined in the FIFA Annual Report 2023, revenue generated by FIFA tournaments is invested directly into global football development after operating cost deductions.

AP further stated that FIFA’s budget for 2023-26 tied mostly to the men’s World Cup anticipated more than $3 billion in revenue from ticket and hospitality sales at all of its tournaments combined. Spending of $638 million on the hospitality program also was forecast.

The hospitality packages at the 2022 World Cup in Qatar ran from $950 to nearly $5,000 for premium class seats and services.

FIFA said its 2026 World Cup venues will offer clients “exclusive stadium suites to bustling hospitality villages and extraordinary add-on experiences in between.”

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