Endeavor Acquires Nfl-backed On Location Experiences
Endeavor has acquired a majority equity ownership stake in On Location Experiences (OLE), which counts the NFL as a shareholder.
The experiential hospitality company will see the American football league – through its strategic investment arm 32 Equity – continue to hold a minority stake in the business and retain its seat on the company’s Board of Directors.
OLE was originally an in-house part of the NFL but has been privately held since 2015 by RedBird Capital Partners, Bruin Sports Capital, the Carlyle Group and 32 Equity, the NFL’s investment platform. The new ownership will see 32 Equity remain a shareholder and OLE continue as the official hospitality partner of the NFL.
Ariel Emanuel, CEO, Endeavor, said: “By bringing together a leader like On Location with Endeavor’s access and reach, we can advance the way consumers and brands think about money-can’t-buy experiences. Partnering with the NFL will enable us to leverage the best-in-class executions around one of the biggest events in the world, the Super Bowl, and extend this same level of service and experiences to other sports and entertainment properties globally.”
“We are excited to partner with Endeavor to grow On Location Experiences globally,” said NFL Commissioner Roger Goodell. “We are committed to offering NFL fans unique and first-class experiences at our events. On Location shares this commitment and delivers value for its partners and delights fans at events around the world.”
Former Bloomberg, Westwood One, and Time Inc. executive, Paul Caine, will lead the newly integrated entity. John Collins, OLE’s CEO for the past four years, will serve as an advisor to the company and Endeavor throughout the integration period.
