On Location Experiences has acquired hospitality provider PrimeSport, a deal that expands On Location’s portfolio of events to more than 150 rights holders, including the NFL, the NCAA, the PGA of America and the U.S. Tennis Association. In addition to the Super Bowl, which has been On Location’s specialty, the company will now provide hospitality packages for events that include the NCAA Final Four, the Ryder Cup, the Rose Bowl Game, Daytona 500 and the U.S. Open.
The acquisition means that On Location will now have more than 500 employees in nine offices with a sales and marketing staff of more than 100 people.
“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,” said John Collins, CEO of On Location Experiences. “The PrimeSport acquisition provides scale for our premium experiential offerings and for our fast-growing organization’s capabilities and expertise.”
On Location was formed in 2015 after formerly being known as NFL On Location. The company is owned by RedBird Capital Partners, Bruin Sports Capital, 32 Equity, the Carlyle Group and other PrimeSport investors. With the latest deal, the company’s operations now include: Anthony Travel, the nation’s largest provider of collegiate sports travel management services; CID Entertainment, a hospitality leader in the live music and festival industry; Kreate Inc, a full-service live creative concept and production firm with a focus on the customer experience; Nomadic Entertainment, which creates exclusive music and high-end nightlife experiences; PrimeSport, a leader in providing direct access to some of the biggest events in sports and entertainment; Steve Furgal’s International Tennis Tours, a leader in developing tennis experiences for more than 40 years; as well as a joint venture with Ricky Kirshner, one of the entertainment industry’s preeminent event producers.
“On Location is extremely well positioned to expand our model on a global basis,” Collins said. “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.”