Sports and entertainment company Endeavor Group Holdings has combined the events group operated by its IMG agency with On Location, the official hospitality partner of the NFL American football league.

The launch of the new division comes just two months after On Location became a wholly-owned subsidiary of Endeavor, which initially acquired a majority stake in the hospitality provider back in January 2020.

The combined division will be led by Paul Caine (pictured bottom) as president and Jon Lavallee (pictured top) as chief financial officer, with both having held the same roles at On Location.

Endeavor President Mark Shapiro said, “Bringing together these two dynamic businesses will serve to supercharge our consumer experiences within our extraordinary global events portfolio.” Continued Shapiro, “Paul and Jon have brilliantly led On Location’s resurgence from the pandemic and I’m confident they will elevate these two highly complementary businesses with the full support of the Endeavor network at their backs.”

Aside from the NFL, On Location is an official partner to more than 150 major rights-holders, including the PGA, NCAA, UFC and WWE, as well as numerous musical artists, festivals, and fashion events.

Last year, On Location agreed a deal with the International Olympic Committee to become its first-ever official global hospitality provider for the Paris 2024, Milan 2026 and Los Angeles 2028 Olympics.

Like On Location, IMG’s events group has also recorded record ticket, hospitality, and sponsorship sales over the past year across its portfolio of events, including the Miami Open, Madrid Open and SailGP.

“Bringing together these two dynamic businesses will serve to supercharge our consumer experiences within our extraordinary global events portfolio,” Endeavor president Mark Shapiro said.

“Paul and Jon have brilliantly led On Location’s resurgence from the pandemic and I’m confident they will elevate these two highly complementary businesses with the full support of the Endeavor network at their backs.”

Image: Grant Thomas on Unsplash