GREAT TEW, England — The 2026 FIFA men’s World Cup will be the ultimate stress test for On Location, the hospitality company behind the Super Bowl, Olympics, and hundreds of other events.
With games in 16 stadiums across the U.S., Canada, and Mexico, the World Cup is like “104 Super Bowls in one month,” On Location president Paul Caine tells Front Office Sports on the sidelines of the IMG x RedBird Summit 2025, a three-day conference in the U.K. focused on the future of sports.
“It’s an insane undertaking,” Caine says.
Taking on an unprecedented challenge is nothing new for Caine, who has previously held executive roles at People magazine and Bloomberg Media. In fact, he faced a pretty unprecedented challenge when he first joined On Location in January 2020. That was just before the COVID-19 pandemic shut down live events across the country—not ideal when you’re in the business of curating live event experiences, with a focus on the wealthy.
“We took time during COVID to go through every product and redefine them from hospitality to experience,” he tells FOS. “That transformation lasted about a year.”
On Location, part of the TKO Group portfolio since February, has always been ambitious, but Caine says the transformation that took place during the pandemic changed the company—which started out as a niche NFL hospitality business in 2010—for the better. Today, the company works with 122 sports leagues and event hosts, including the NFL, NCAA, FIFA, NASCAR, IndyCar, MLB, and fellow TKO subsidiaries UFC and WWE.
On Location produces experiences at more than 700 events annually, and those experiences can range from $1,000 tickets to $300,000 (or more) all-access packages.
For example, On Location offers an array of packages for the upcoming Super Bowl in San Francisco in February 2026. For $7,000, guests get a game ticket, pregame tailgate, and live entertainment. A $19,000 package adds better seats, chef-curated menus, premium bars, and appearances by NFL legends. The higher the price, the more exclusive the experience. Some high-priced packages include seats at the 50-yard line, for instance. On Location is on tap to offer Super Bowl experiences through at least 2036.
“We are constantly looking to push the envelope,” Caine says. “Let’s say we have Joe Montana as one of the NFL legends. The people who buy a package to sit on the 50-yard line will meet him face-to-face and spend time with him. The next level down, those people will see him in an interview onstage. So he’s still present, but you get different levels of access.”
In addition to the Super Bowl and World Cup, On Location will be the official hospitality provider for the 2026 Winter Olympics in Italy and the 2028 Summer Olympics in Los Angeles.
At the World Cup, offerings vary. For $1,350 an individual can buy tickets to any single non-host nation match in the group stage and one game in the round-of-32 stage, while also receiving access to a pitchside lounge and other exclusive amenities (non-host nation match means it can’t be the U.S., Canadian, or Mexican teams). An $8,275, per person package gets you access to as many as nine games, including host nation matches, as well as all the same amenities. There are even higher tiers, such as the platinum package, although the details for what that means are not disclosed on the website.
For the Winter Olympics in Italy, packages can be specific to the competition you’re interested in (figure skating, ice hockey, etc.). Prices are not disclosed because the packages are curated depending on what the consumer picks out.
The On Location portfolio has grown exponentially since it began as an NFL-specific business, but Caine says the NFL remains the core.
“At the end of the day, the NFL is our heart,” Caine tells FOS. “If our heart stops beating, the body dies. The Super Bowl is still the best expression of who we are.”
Editors’ note: RedBird IMI, in which RedBird Capital Partners is a joint venture partner, is the primary investor in Front Office Sports.
