SportBusiness International

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On Location targets ticketing market with PrimeSport acquisition

On Location targets ticketing market with PrimeSport acquisition

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By: SportBusiness International team

12 Dec 2017
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Experiential hospitality business On Location Experiences has moved to enhance its service offering with the acquisition of sports ticketing company PrimeSport from private equity firm Carlyle Group.

Financial terms of the deal were not disclosed, but citing a source close to the deal, said the two businesses combined will bring in approximately $550m (€468.5m) in revenue this year.

On Location said the deal will expand its global employee base to more than 500 members of staff across nine offices, with a sales and marketing team of over 100.

The On Location portfolio of sports and entertainment partners will now include over 150 right-holders, including the NFL American football league, golf’s PGA of America and the United States Tennis Association.

NFL owners hold a 20 per cent stake in On Location, which counts the league’s Super Bowl end-of-season showpiece among its major event clients. said On Location last year paid an up-front fee of $55m to the NFL for rights to 5,000 Super Bowl tickets per season for the next nine editions of the event.

On Location also works with the likes of the Daytona 500 motor-racing event, golf’s Ryder Cup and the U.S. Open tennis tournament.

John Collins, chief executive of On Location, said: “On Location’s stated vision is to partner with content rights holders to help them better monetise their intellectual property and expand the activation and fan experience around their big events.

“The PrimeSport acquisition provides scale for our premium experiential offerings and for our fast-growing organisation’s capabilities and expertise.

“On Location is extremely well positioned to expand our model on a global basis.”

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