On Location has become the exclusive provider of hospitality packages at the Olympic Games.
The International Olympic Committee (IOC) has announced that the North American hospitality business will be the only provider of ticket-inclusive travel and hospitality experiences for the Olympic and Paralympic Games between 2024 and 2028 as part of a new global hospitality model.
Working together with the organising committees for Paris 2024, Milano Cortina 2026 and LA28, On Location — a subsidiary of Endeavor — will deliver hospitality experiences for fans and Olympic stakeholders alike, with packages including tickets, travel, accommodation and in-venue and host city hospitality.
The new model will also enhance services for athletes’ families and friends wanting to see their loved ones compete at the Games, with support for travel, access to accommodation, and other services, including dedicated ticket inventory.
The IOC said On Location was selected after a multi-stage process.
IOC president Thomas Bach said: “One of the recommendations of Olympic Agenda 2020+5 is to deliver additional turnkey solutions that could be provided to OCOGs to simplify the delivery complexity of the Games. This new solution will deliver a simplified, secure process for fans around the world to attend the Games.
“The centralisation of the project also contributes greatly to better oversight and, with this, to good governance. It will also directly support the staging of the Olympic and Paralympic Games, all the National Olympic Committees and most importantly their athletes.”
On Location added: “No matter your reason for attending the Games, these packages offer a selection of options and access for everyone, all with best-in-class amenities and service. With a comprehensive suite of genuine viewing and reception opportunities, guests can watch, engage, and embrace the thrill of the Olympic and Paralympic Games.”
The IOC said that in addition, and separate to the agreement with On Location, a new, integrated approach regarding global ticket sales will also be introduced from Paris 2024 onwards. It will provide secure access to Olympic and Paralympic tickets directly via each organising committee at standardised prices for each Games for fans in all corners of the world.
On Location president Paul Caine said: “At On Location, we are dedicated to providing our customers with exceptional live event experiences that produce memories to last a lifetime.
“We are honoured to join the International Olympic Committee in reimagining hospitality at future Olympic and Paralympic Games, and we are committed to providing stakeholders, partners and fans around the globe with exclusive hospitality experiences that uniquely celebrate each host city.”
Endeavor, the sports and entertainment agency, acquired a majority stake in On Location last year while the NFL American football league also increased its shareholding in the luxury events, ticketing, production and travel management services provider.
Endeavor snapped up 33% stakes held by Redbird Capital and Bruin Sports Capital, as well as a 10% stake held by Carlyle Group, for a reported total of $660m (£500m/€590m).
The NFL reportedly increased its shareholding from 16% to 20%, with the relationship between the two entities expanded to include ticketing packages for the league’s annual championship game, Super Bowl.