On Location, IMG Events Group Merge in Latest Endeavor

Endeavor Group Holdings is condensing two of its biggest divisions.

On Location — Endeavor’s sports, music ticketing, and hospitality business — is merging with talent agency IMG’s event group.

Endeavor acquired On Location in 2020 for $660 million. The firm has more than 150 rights-holders.

• On Location is the NFL’s hospitality partner, which includes work on Super Bowl events. This year’s Super Bowl offering generated the largest revenue on record for On Location, according to Endeavor president Mark Shapiro.
• It also includes the PGA, NCAA, and UFC as clients and is a hospitality provider for the Olympics in Paris, Milan, and Los Angeles.

On Location sits within Endeavor’s events, experiences, and rights division — the company’s largest — which reported $825.8 million in first-quarter revenue. In comparison, Endeavor’s representation division had $357.3 million in revenue.

Endeavor acquired IMG in 2014 for $2.3 billion. IMG’s roster includes the Rugby World Cup, Madrid Open, and SailGP.

Job Adjustments

Paul Caine, previously On Location’s president, will serve as president of the new subsidiary. Jon Lavallee will take over as the subsidiary’s chief financial officer. Lavallee was CFO of On Location after the company acquired PrimeSport in 2017, where he served as chief operating officer.

No layoffs are expected as part of the merger.