On Location Selected as FIFA’s Primary Hospitality Sales Agency for 2026 World Cup

FIFA is set to choose On Location as its primary hospitality sales agency for the 2026 World Cup in North America, as reported by multiple sources. The global governing body has selected the Endeavor-owned firm over fellow RFP finalist Beyond Hospitality, although FIFA and On Location have not confirmed this decision.

It is anticipated that On Location will also handle hospitality sales for the 2027 Women’s World Cup, based on a similar RFP obtained by SBJ. FIFA is expected to select among three hosting bids at its annual congress next month in Thailand. These bids include a joint U.S.-Mexico Bid, a Brazilian bid, and a joint bid from Belgium, Germany, and the Netherlands.

On Location may also provide hospitality services for the 2025 Club World Cup, a 32-team tournament set to take place in the U.S. next summer. On Location, originally launched by the NFL in 2015 to sell hospitality packages for the Super Bowl, has extensive experience operating in North America.

Endeavor acquired the company in 2020, and On Location has secured rights for major international events such as the 2024 Paris, 2026 Milan-Cortina, and 2028 L.A. Olympic Games. The company’s combined guarantee for these three Olympic Games is $1.3 billion. On Location’s global network of sub-distributors established for the 2024 Paris Olympics may serve as a model for its approach to the World Cup.

While Beyond Hospitality was considered an incumbent provider of hospitality rights for FIFA tournaments such as the World Cup and Copa America South America, On Location’s success in securing rights for major international events has positioned it as a strong player in the market.

FIFA projects record revenue of $3.1 billion from hospitality rights and ticket sales during