EXECUTIVE SUMMARY
On Location is the Official and Exclusive Hospitality Provider for the Olympic and Paralympic Games, a role it holds through LA28 under a global agreement with the IOC. The company was appointed in 2022 as part of a new global hospitality model that replaced the previous decentralized approach, giving On Location exclusive rights to produce and sell premium hospitality packages for Paris 2024, Milano Cortina 2026, and LA28.
Originally a subsidiary of Endeavor (the entertainment and sports conglomerate led by Ari Emanuel), On Location was acquired by TKO Group Holdings in February 2025 as part of a $3.25 billion all-stock transaction that also included IMG and Professional Bull Riders. TKO (NYSE: TKO), the entity that also controls WWE and UFC, is now the corporate parent.
On Location's LA28 role is significant from a revenue perspective: hospitality packages represent a major income stream for the organizing committee. However, the Paris 2024 hospitality program was loss-making for On Location, raising questions about pricing strategy and demand forecasting that the company will need to address for LA28.
1. OLYMPIC HISTORY & MARKETING PRESENCE
1.1 Partnership Timeline & Evolution
- 2022: IOC announces new global hospitality model; On Location appointed as exclusive global hospitality provider through LA28
- Paris 2024: First Games under the new model. On Location produced premium hospitality packages including guaranteed accommodation, premium seating, fine dining, and VIP experiences. The program generated significant visibility but was reportedly loss-making.
- Milano Cortina 2026: Second activation under the new global hospitality model. On Location unveiled multiple premium hospitality offerings:
- Clubhouse 26: Making its Winter Games debut (first introduced at Paris 2024), a series of exclusive venues in Milan, Cortina, and Livigno offering premium hospitality including official tickets, refined services, and a blend of sport, culture, and entertainment.
- Winter Essentials packages: Starting at EUR 150 (VAT excl.), including guaranteed tickets to select ice hockey matches, priority venue access, and exclusive benefits.
- Overnight packages: Accommodation in Italian villages paired with Olympic event tickets and in-venue hospitality options, simplifying travel across the mountainous terrain.
- Chef Carlo Zarri: Appointed Culinary Director for the Milano Cortina 2026 hospitality programme, crafting menus highlighting Northern Italian culinary traditions using regional ingredients from Milan, Cortina d'Ampezzo, and surrounding areas.
- Sales through hospitality.milanocortina2026.org.
- LA28: The culminating event of the current IOC hospitality agreement
Prior to the IOC deal, On Location built its hospitality business through partnerships with the NFL (Official Hospitality Provider for all premier NFL events), NCAA, UFC, PGA of America, FIFA World Cup 26, and over 150 other rights holders.
1.2 Signature Programs
- Premium hospitality packages: Ticket-inclusive bundles combining guaranteed accommodation, premium seating, lounges, private suites, fine dining, official transportation, and VIP service
- On the Finish Line: Premium viewing experiences at athletics, swimming, and other marquee events
- Celebrity/athlete access: Curated experiences featuring athlete appearances and exclusive event access
2. LA28-SPECIFIC INITIATIVES
2.1 Announced Plans & Positioning
- Hospitality packages on sale: Early 2026, on a first-come, first-served basis
- Package tiers: Ranging from general premium (guaranteed tickets + lounge access) to ultra-premium (private suites, fine dining, concierge service)
- Guaranteed accommodation: Packages include pre-negotiated hotel room blocks, addressing the hotel pricing inflation that plagued Paris 2024
- Official LA28 transportation: Included in select packages
- In-venue and out-of-venue experiences: Curated programming beyond the competition itself
- Sales channels: hospitality.la28.org and On Location direct
LA28 Venue Context: The Games will use 40+ competition venues across the LA metro area, with a dual-venue Opening Ceremony shared between the LA Memorial Coliseum and SoFi Stadium (announced May 2025). SoFi Stadium will be reconfigured for swimming in Week 2 (38,000 capacity, largest swimming venue in Olympic history). Athletics moves to Week 1 at the Coliseum, which will host the Closing Ceremony and earn the distinction of being the first venue in history to host events at three Olympic Games (1932, 1984, 2028). The dual-venue Opening Ceremony format creates distinctive hospitality opportunities at both sites. LA28 will be the first Games since 1948 built entirely on existing infrastructure. The Ticket Draw registration opened January 14, 2026 with tickets from $28; On Location's premium packages operate at a different tier from the general ticket sales program.
2.2 Regulatory/Market Context
Paris 2024 lessons: On Location's Paris hospitality program was loss-making, per public reporting. Contributing factors included overestimation of international demand (62% of Olympic tickets were purchased by French residents), hotel pricing volatility, and the logistical complexity of operating across multiple Parisian venues. On Location has stated it is assessing Olympic hospitality prices as part of a broader review.
LA28 pricing environment: Los Angeles hotel rates during peak summer are already elevated. The absence of federal funding for LA28 puts additional pressure on hospitality as a revenue source. IOC members have raised concerns about overall pricing levels.
Corporate ownership change: The February 2025 acquisition by TKO Group Holdings changes On Location's reporting structure and capital allocation. TKO's $4.5-4.6 billion revenue target for 2025 includes On Location, IMG, PBR, and the WWE/UFC businesses.
3. EXECUTIVE LEADERSHIP & DECISION-MAKERS
3.1 C-Suite Leadership
On Location: - Paul Caine - President, On Location. Continues to lead the business post-TKO acquisition.
TKO Group Holdings (parent): - Ari Emanuel - CEO, TKO Group Holdings. Co-founded Endeavor (formerly WME-IMG). - Mark Shapiro - President & COO, TKO Group Holdings.
3.2 Olympic Partnership Leadership
The IOC relationship is managed at the On Location level by Paul Caine's team, with TKO/Endeavor corporate oversight. The global nature of the IOC hospitality agreement means On Location operates with significant autonomy within the hospitality vertical.
3.3 Board Members with Relevant Experience
TKO Group Holdings board includes figures from both the Endeavor and legacy WWE sides. The company's deep sports and entertainment relationships (UFC, WWE, IMG clients, PGA Tour relationship) provide extensive hospitality and live events expertise.
4. AGENCY & CREATIVE PARTNERS
4.1 Agency Model
On Location's marketing is primarily direct-to-consumer and direct-to-corporate, selling through its own website and sales team. The brand leverages the rights holder relationships (IOC, NFL, NCAA, etc.) for co-marketing rather than traditional advertising.
4.2 Known Agency/Partner Relationships
- IOC - Global hospitality rights through LA28
- LA28 Organizing Committee - Venue access and event coordination
- Hotel partners - Pre-negotiated room blocks (specific hotel partners not publicly disclosed for LA28)
- IMG (now sister company under TKO) - Potential synergies in athlete appearances and experiential programming
4.3 Notable Creative Executions
Paris 2024 highlights: - Star-studded hospitality events featuring athlete appearances - Premium Seine-side viewing experiences for the Opening Ceremony (packages up to $4,000+) - On the Finish Line packages at athletics and swimming (EUR 995-5,500)
5. COMPETITIVE POSITIONING
5.1 Market Share & Competitive Landscape
On Location's IOC exclusivity means there is no direct competitor for official Olympic hospitality. This is a monopoly position within the Games ecosystem. In the broader premium sports hospitality market, competitors include:
- Legends Hospitality (owned by Sixth Street Partners) - Venue hospitality and merchandise. Legends operates at many major U.S. venues but has no Olympic exclusivity.
- Delaware North - Hospitality and food service at major venues
- Sodexo Live! - Event hospitality and catering
- Independent luxury travel operators - Compete for the high-end traveler on an unofficial basis but cannot offer guaranteed Olympic tickets or venue access
On Location's corporate parent TKO Group Holdings (NYSE: TKO) also controls WWE, UFC, and IMG, providing cross-selling opportunities and event operations expertise that standalone hospitality companies cannot match.
5.2 Olympic Sponsorship Differentiation
On Location's position is unique among all LA28 partners: it is both a sponsor/partner and a revenue-generating operational component of the Games. The hospitality program directly generates income for the LA28 organizing committee, making On Location's performance materially important to the Games' financial success. The Paris 2024 hospitality program was loss-making, raising questions about pricing strategy that On Location must address for LA28. The absence of federal funding for LA28 puts additional pressure on hospitality revenue, elevating On Location's commercial importance.
5.3 Key Brand Messaging
- "Official and Exclusive": Emphasis on being the only authorized source of premium Olympic hospitality
- Guaranteed access: Packages include tickets, removing the uncertainty of general ticket sales
- End-to-end experience: Not just tickets but accommodation, transport, dining, and curated experiences
- Premium positioning: Targeting corporate clients, high-net-worth individuals, and international sports tourists
6. KEY METRICS & BUSINESS CONTEXT
6.1 Financial Performance
On Location reports within TKO Group Holdings (NYSE: TKO):
- TKO FY2025 Revenue Guidance: $4.49-4.56 billion (includes WWE, UFC, IMG, On Location, PBR)
- On Location standalone revenue: Not separately broken out post-acquisition
- Acquisition value: Part of $3.25 billion all-stock transaction (February 2025, with IMG and PBR)
- Paris 2024 impact: On Location's Paris operations were loss-making, contributing to a year-over-year revenue decrease in the events and experiences segment
6.2 Olympic Period Performance
Paris 2024: The hospitality program attracted significant participation but was loss-making for On Location. Key factors: - Hotel room block pricing that exceeded what the market would bear - International demand below projections (domestic French buyers dominated ticket sales) - Logistical costs across dispersed Parisian venues - Mid-tier hospitality packages underperformed expectations
On Location has publicly committed to reassessing pricing and demand models ahead of Milano Cortina 2026 and LA28.
APPENDIX: KEY SOURCES
Official Sources
- IOC: New global hospitality model announcement (2022)
- LA28 Official Hospitality: hospitality.la28.org
- LA28 Newsroom: New Global Hospitality Program Will Host Fans in LA
- USOPC: LA28 Ticketing and Hospitality Programs Announcement
- On Location: onlocationexp.com/olympics
Industry Analysis
- The Sports Examiner: On Location lost millions on Paris 2024 hospitality
- Deadline: Endeavor's On Location Looks To Milan-Cortina & LA Olympics After Paris Debut
- SportsPro: On Location to assess Olympic hospitality prices
- Hollywood Reporter: Paris Olympics Boost Endeavor Earnings as Silver Lake Deal Nears Completion
- Hospitality Net: Post-Olympics Hospitality Insights from Paris 2024
Financial Filings
- TKO Group Holdings Q1 2025 and Q2 2025 Results
- TKO acquisition announcement: $3.25B transaction for On Location, IMG, PBR
- Endeavor historical filings (pre-TKO transaction)
End of Research Brief