New York, NY. — Today, On Location, a leading global provider of premium hospitality experiences for more than 120 rights partners, announced a multi-year extension of its partnership with Kraft Analytics Group (KAGR), to drive continued growth through data-driven consumer and market insights.
As the company behind best-in-class hospitality and travel experiences for clients including the International Olympic Committee (IOC), National Football League (NFL), FIFA, the NCAA, UFC, and WWE, On Location has an expansive understanding of fans, markets, and consumer behaviors. Combined with KAGR’s access to more than 70 million sports fans worldwide, consumer research, and data-first marketing approach, On Location is able to accelerate those insights to add more value to its guests and clients.
As the official hospitality provider for the upcoming Milano Cortina 2026 and 2028 Olympic and Paralympic Games in Los Angeles, and FIFA World Cup 26™, On Location will significantly expand its consumer base, while continuing to meet the needs of its loyal customers both in the United States and around the globe. KAGR will assist On Location in developing robust marketing strategies with increasingly elevated offerings and personalized experiences, drawing from a deep knowledge of the US fanbase and learnings from its key partnerships with clients across all five major US sports leagues as well as international organizations like AC Milan.
Paul Caine, President, On Location, commented: “Everything we do with KAGR starts with data and our renewed partnership underscores the importance of data-driven insights in delivering best-in-class hospitality programs. KAGR’s expertise is invaluable in helping us refine our hospitality offerings for iconic global events and create a range of unforgettable, personalized experiences to suit every type of fan and guest from anywhere in the world.”
“KAGR is proud to be a longtime part of the On Location family, helping the company develop and innovate over the last eight years,” said Jessica Gelman, CEO of KAGR. “Over time, we have evolved together – first as promising new companies, and now growing to a place where we can drive change across the industry alongside one another. As On Location evolves its event and hospitality efforts on the world’s largest stages, we are excited to help them scale their ability to shape and evolve the premium experience to meet the needs of all fans through data insights.”
On Location uses the combined insights from both its own customer base and KAGR to build its channel mix, value proposition, messaging strategies, and hyper-local marketing initiatives to enhance the customer and guest experience. Diverse market insights are paired with proprietary analytics models to support media modeling and forecasting, create personas, and build hospitality packages celebrating the unique culture of each event’s host market.
The next chapter of On Location’s wide-reaching partnership with KAGR provides the opportunity for the company to grow its industry impact, together with the major national and international events added to its growing portfolio.
About On Location
On Location is a global leader in premium experiential hospitality, offering ticketing, curated guest experiences, live event production and travel management across sports, entertainment, fashion and culture. On Location provides unrivaled access for corporate clients and fans looking for official, immersive experiences at marquee events, including the Olympic and Paralympic Games, FIFA World Cup 2026, Super Bowl, NCAA Final Four, and more. An official partner and/or service provider to over 150 iconic rights holders, such as the IOC (the Milano Cortina 2026 and Los Angeles 2028 Olympic Games), FIFA, NFL, NCAA, UFC, WWE, and PGA of America, the company also owns and operates a number of its own unique experiences. On Location is a subsidiary of TKO Group Holdings, Inc. (NYSE: TKO), a premium sports and entertainment company.
About Kraft Analytics Group (KAGR)
KAGR (Kraft Analytics Group) is a progressive technology and service company providing data management, advanced analytics, and consulting services for the sports and entertainment industries. Whether leveraging its proprietary technology platform or partnering with its strategic services team, KAGR helps organizations become data-driven and uses those analytics to grow the bottom line. KAGR is a team of the brightest minds in sports, entertainment, and technology focused on finding insights for their clients including global entities as well as the major six U.S. sports leagues, college athletics, and other key industry players. For more information, visit www.kagr.com.
MEDIA CONTACTS:
Jo Robertson: Joanna.robertson@img.com
Anisha Chakrabarti: anishac@thekraftgroup.com