On Location has officially joined the TKO Group sports empire through a landmark $3.25 billion acquisition completed this year. The premium hospitality powerhouse now powers premium experiences for over 1,200 sporting events annually, including all NFL events, the FIFA World Cup 2026, and the Milano Cortina 2026 and Los Angeles 2028 Olympic Games.
🔥 Quick Facts
- $3.25 billion all-equity acquisition announced October 24, 2024 and completed February 28, 2025
- On Location manages over 1,200 sporting events annually including NFL, FIFA World Cup, and Olympic Games
- TKO also acquired IMG (global sports marketing serving 200+ rightsholders) and PBR (Professional Bull Riders)
- TKO now reaches 210 countries and territories with over 500 live events yearly
On Location Joins TKO’s Premium Sports Portfolio
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TKO Group Holdings, the parent company of UFC and WWE, completed its transformative acquisition of On Location from Endeavor Group Holdings. The transaction represents one of the largest consolidations in sports hospitality history. On Location is now a subsidiary of TKO, operating alongside two other major acquisitions: IMG Media and Professional Bull Riders.
According to Mark Shapiro, President and Chief Operating Officer of TKO, the combined entity strengthens the company’s world-class portfolio. “These industry-leading businesses will strengthen our portfolio of world-class IP and capabilities, helping us further capitalize on the momentum of the growing sports and entertainment ecosystem,” Shapiro stated when the deal closed.
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On Location’s hospitality services now operate under TKO’s umbrella across premium marquee events worldwide. The company provides official ticketing, curated experiences, and travel management for some of the planet’s most prestigious sporting competitions. Its partnership network includes over 150 iconic rights holders spanning professional leagues, international federations, and championship events.
The hospitality company specifically powers premium experiences at the Super Bowl, NFL Draft, NCAA Final Four, FIFA World Cup 2026, and both the Milano Cortina 2026 and Los Angeles 2028 Olympic Games. On Location maintains exclusive global hospitality rights valued at $1.3 billion for these premier international sporting competitions.
| Acquired Asset | Core Business | Global Reach |
| On Location | Premium hospitality for 1,200+ sports events | 150+ official partners worldwide |
| IMG Media | Global sports marketing and media rights | 200+ rightsholders serviced |
| PBR | Premier bull riding organization | 200+ events annually across globe |
Strategic Consolidation Powers Global Sports Empire
The three-pronged acquisition represents TKO’s ambition to control the entire sports experience ecosystem from entertainment production to rights management to premium fan experiences. IMG Media, the world’s leading sports marketing agency, now services The R&A (British Open), Wimbledon, Major League Soccer, the English Premier League, and the International Olympic Committee under TKO ownership.
Combined, these three entities now position TKO to monetize sports properties across production, distribution, media rights, athlete representation, event management, and hospitality channels. The company operates over 500 live events annually that reach audiences across 210 countries and territories.
Mark Shapiro Emphasizes Enhanced Sports Expertise
“By enhancing our expertise in sports rights, production, and premium events and experiences, we are better positioned to power the growth of UFC, WWE, and our extraordinary roster of partners.”
— Mark Shapiro, President and COO of TKO Group Holdings
What Does This Expansion Mean for Future Sports Fans?
The consolidation directly impacts how premium sports experiences will be packaged and distributed going forward. On Location will coordinate hospitality across TKO’s expanding portfolio of owned and partnered events. Fans attending major competitions will increasingly interact with the same hospitality platform managing everything from ticketing to concierge services at the Super Bowl, World Cup, and Olympic Games.
TKO’s ownership of both content creation (UFC, WWE), sports marketing (IMG), and premium hospitality (On Location) means the company now controls the entire fan journey from initial event awareness through post-event experiences. This vertical integration positions TKO as the dominant force in global sports entertainment for the next generation of athletic competition.
Patrick Graham is a business and finance journalist translating Wall Street’s complexities into stories that matter to everyday readers. With extensive experience in financial journalism and economic analysis, this expert journalist provides sharp insights on market trends, corporate developments, and the economic forces affecting daily life. His reporting helps readers make sense of the business world’s biggest moves.