The National Football League (NFL) is the most popular sports league in the United States. With 32 teams across the country, the NFL hosts games in large stadiums that can seat tens of thousands of fans. Providing hospitality services like food, beverages, and premium spaces for this massive fanbase requires an experienced partner. So who does the NFL trust to handle their exclusive hospitality program?
On Location Experiences
The NFL’s official hospitality provider is On Location Experiences. On Location is a global experiential hospitality company that specializes in providing VIP access and premium experiences at major sporting events and entertainment productions. They are the exclusive provider for the NFL’s premium hospitality program across all 32 teams and venues.
On Location has partnered with the NFL since 2014 to offer packages like pre-game sideline access, post-game field visits, premium catering, open bars, and more. Their exclusive packages allow fans and corporate clients to enjoy NFL games in luxury. On Location handles the end-to-end experience – from managing the premium spaces within stadiums to running the food and beverage operations on game days.
Types of Hospitality Packages
On Location offers a range of official premium inventory packages on behalf of the NFL. Here are some of the signature hospitality options available for league events like the Super Bowl, Pro Bowl, NFL Draft, and International Series Games:
- Private Luxury Suites – Private spaces with luxury amenities and premium catering
- VIP Clubs – All-inclusive tickets with premium buffets and open bars
- Premium Clubs – Ultra-exclusive spaces with upscale chef-curated dining
- Sideline Clubs – Field-level spaces with sideline access
- Pre-Game Sideline Passes – Pregame sideline access and field visits
During the regular NFL season, On Location offers similar premium packages like Private Suites, VIP Clubs, and Sideline Clubs on behalf of individual teams and venues. Their inventory allows groups, corporate clients, and fans to enjoy NFL games in one-of-a-kind style.
On Location’s NFL Partnership History
Here is a brief timeline of how On Location became the official premium hospitality provider of the NFL:
- Early 2014 – On Location is selected by the NFL to provide hospitality for the first time at Super Bowl XLVIII in New York.
- May 2014 – On Location and NFL announce a multi-year partnership making On Location the official premium hospitality provider for major NFL events.
- August 2014 – On Location is named the exclusive provider of Super Bowl XLIX premium hospitality in Arizona.
- 2018 – Present – The partnership is ongoing with On Location managing premium inventory for all NFL events.
This long-term deal gives On Location exclusive rights to NFL premium hospitality inventory. For nearly a decade, they have provided one-of-a-kind experiences for fans through this unique partnership.
Benefits of the Partnership
The NFL partnership provides key benefits for both On Location and the league:
Benefits for On Location
- Access to the NFL’s high-demand premium inventory across all events
- Opportunity to generate significant revenue through premium hospitality sales
- Established credibility through affiliation with one of the top sports leagues
- Rights to market and sell hospitality packages using official NFL branding
Benefits for the NFL
- A dedicated hospitality expert managing all premium experiences across the league
- Increased per-patron revenue through the sale of premium inventory
- Enhanced hospitality quality and consistency across all NFL venues
- Risk mitigation through On Location’s proven hospitality capabilities
This mutually beneficial partnership provides key advantages that help both businesses maximize premium hospitality revenue and deliver world-class experiences.
The Scale of NFL Hospitality
Providing hospitality services for the NFL is an enormous undertaking. With millions of fans across hundreds of events, the scope of the NFL’s premium inventory is unmatched. Here is a snapshot of the scale On Location manages as the league’s hospitality provider:
NFL Events | Number |
---|---|
Regular season games | 256 |
Playoff games | 11 |
Super Bowl | 1 |
Pro Bowl | 1 |
NFL Draft | 1 (3-day event) |
International Series | Up to 4 |
Total | 274+ |
As this table shows, On Location provides premium hospitality for hundreds of events each year through the NFL partnership. The massive scale and complexity of NFL events requires sophisticated operational capabilities and years of hospitality experience.
Operational Details
Running premium hospitality operations for the NFL is an immense effort. From curating luxury menus to coordinating intricate event logistics, On Location handles countless details behind the scenes. Here is an inside look at some of the key operational responsibilities:
Venue Coordination
- Collaborating with NFL teams and stadium partners
- Overseeing build-out of premium spaces like suites and clubs
- Integrating hospitality aesthetics and branding
Catering
- Designing gourmet menus for suites, clubs, and events
- Procuring top-quality ingredients from local purveyors
- Hiring and managing expert culinary teams
Staffing
- Recruiting and training qualified hospitality staff
- Coordinating staff rotations for all premium spaces and events
- Ensuring smooth shift operations and stellar customer service
Client Management
- Handling ticketing, billing, and customer service for premium clients
- Developing relationships with premium inventory buyers
- Customizing experiences to meet hospitality package inclusions
This behind-the-scenes work requires meticulous orchestration across every NFL event. On Location’s seasoned operations team handles these complex details with premium clients in mind.
Business Outcomes
On Location’s business outcomes through the NFL partnership include:
Revenue
- Generates 9-figure annual revenue through premium inventory sales
- Contributes significantly to On Location’s overall event hospitality revenue
- Provides ongoing growth from ever-increasing demand for NFL hospitality access
Client Retention
- Maintains long-term relationships with premium buyers like corporations, celebrities, and high-net-worth individuals
- High client satisfaction drives renewal rates for multi-year hospitality packages
Brand Awareness
- Association with NFL provides reach to highly engaged sports fan audience
- Partnership enables targeted marketing to premium demographics
- PR and media coverage further reinforces On Location as a premium hospitality leader
The significant business impact achieved through the NFL partnership has fueled On Location’s growth into a global hospitality powerhouse.
Future Outlook
On Location recently agreed to extend its NFL partnership through 2031. This new long-term deal demonstrates both parties’ satisfaction with the value being generated. There are also several areas of potential growth to build on current successes:
Elevating Premium Experiences
- Pursuing innovations like in-seat premium services to raise hospitality standards
- Investing in venue upgrades like connective lounges between premium spaces
- Integrating technology like digital menus and frictionless ordering
Strategic Expansion Abroad
- Expanding premium hospitality for the NFL’s International Series
- Customizing hospitality to match international preferences
- Targeting high-growth markets like Europe and Asia
New Rights Opportunities
- Pursuing additional NFL premium inventory like concerts and fan festivals
- Negotiating rights for emerging hospitality areas like sports gambling
- Exploring branded spaces like NFL-themed suites and clubs
Both On Location and the NFL see significant potential in premium hospitality. Their partnership appears poised for even stronger growth and fan experiences in the years ahead.
Conclusion
On Location Experiences has provided an invaluable service to the NFL by elevating hospitality across the league. Their exclusive rights allow On Location to deliver unforgettable premium experiences that generate substantial revenue. With high client satisfaction and a recently extended partnership, the future looks bright for this hospitality power duo.