MIAMI.- The FIFA selected hospitality provider On Location to lead the $1 billion program for the World Cup 2026 and will feature 104 matches in Mexico, the United States and Canada.
The value of the deal was not disclosed Thursday, but it is expected to generate $1 billion in revenue for soccer’s governing body.
The next World Cup will be played in 16 cities, 11 of which are in the United States, which hosts NFL games and where On Location already operates. The final will be played on July 19, 2026, at the Giants and Jets stadium.
“On Location stood out due to its extensive experience in hospitality programmes at some of the world’s most complex sporting and entertainment events, as well as its position in the US market and its diverse domestic fan base,” FIFA said in a statement.
FIFA’s budget for 2023-26 is largely tied to the men’s World Cup, which is expected to generate $3 billion in revenue from ticket sales and hospitality across all tournaments. $638 million is expected to be spent on the hospitality programme.
Hospitality packages ranged from $950 to $5,000 for premium class and service at the 2022 World Cup in Qatar.
Qatar was the fourth and final edition of the World Cup to be held under the MATCH Hospitality programme, a Mexican-British firm run by the Byrom family.
MATCH struck a two-World Cup deal in 2011 — in 2018 in Russia and 2022 in Qatar — to pay FIFA a guaranteed $300 million plus a percentage of revenue to cover all of its tournaments for eight years.
According to FIFA’s 2022 financial report, it earned “243 million through the sale of hospitality rights” for the 64-match World Cup in Qatar. The 2026 tournament is the first to be expanded to 48 teams.
Football’s governing body said it would move away from the fee-based rights model for future tournaments, which saw it decide to outsource hospitality services to FIFA.
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On Location has added the FIFA World Cup to its three-year Olympic contract with the IOC, which begins next weekend in Paris. The Olympic deal includes the Winter Games in Milan-Cortina d’Ampezzo 2026 and Los Angeles 2028.
On Location’s umbrella company, Endeavor Group Holdings, also manages WWE and UFC. Its hospitality subsidiary works with the UFC, golf’s Ryder Cup and the Coachella festival.
Source: AP