NFL Partner On Location Tickets Sports Hospitality Expansion With PrimeSports

12 December 2017

On Location Experiences, the official premium hospitality partner for the NFL, has significantly expanded its already comprehensive reach with the acquisition of  PrimeSport, a global sports travel and events-management company headquartered in Atlanta.

On Location, based in New York, said that its portfolio of sports and entertainment partners now includes more than 150 rights holders, including the NFL, NCAA, the PGA of America and the U.S. Tennis Assn.

Top tier sports events aligned with On Location include the Super Bowl, NCAA Final Four, the Ryder Cup, the Rose Bowl Game, Daytona 500, CFB Bowl Games and the tennis Majors.

Partners in the music industry include music festivals Coachella, Bonnaroo, Desert Trip and Stagecoach.

Financial details of the transaction were not shared.

On Location said it “provides unrivaled official access for both corporate clients and fans looking for immersive experiences at marquee events.”

“On Location’s stated vision is to partner with content rights holders to help them better monetize their intellectual property and expand the activation and fan experience around their big events,” John Collins, CEO for On Location Experiences, said in a statement,

“The PrimeSport acquisition provides scale for our premium experiential offerings and for our fast-growing organization’s capabilities and expertise.”

On Location Experiences is a privately held company, owned by RedBird Capital Partners, Bruin Sports Capital, 32 Equity and the Carlyle Group, which acquired controlling interest in PrimSport Holdings in 2015..

On Location’s operations include Anthony Travel, CID Entertainment, Kreate Inc, Nomadic Entertainment, PrimeSport, Steve Furgal’s International Tennis Tours, as well as a joint venture with Ricky Kirshner.

According to Collins, “On Location is extremely well positioned to expand our model on a global basis. With the support of our sponsors, RedBird Capital, Bruin Sports Capital, 32 Equity and now the Carlyle Group, we will continue growing our platform and expand our services that will benefit our content partners and customers.”