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Volume 24 No. 236
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On Location Experiences Generated $150M In Revenue From Super Bowl

On Location Experiences, the NFL's official hospitality business, generated more than $150M in revenue from Super Bowl LII in Minneapolis, "four times more" than Super Bowl 50 in Santa Clara, according to Daniel Kaplan of SPORTSBUSINESS JOURNAL. Much of that growth is "tied to acquisitions, specifically PrimeSport, which was brought on board in December and rapidly integrated into On Location’s system." The growth also "reflects the extra tickets On Location now controls -- 9,500 from the league office, plus a few thousand more through PrimeSport’s team relationships that are packaged with travel and entertainment, like concerts during Super Bowl week." On Location "managed five nights of entertainment, including performances by Pink and Jennifer Lopez, in Minneapolis." On Location CEO John Collins said that the company also "sold 4,500 hotel rooms and sold out all of its packages." It handled 10 "tailgate parties, three postgame parties (for both Super Bowl teams and players) and chartered 11 flights for fans." On Location, through experiential agency Kreate, also produced Super Bowl Live, which "drew slightly more than 1 million people" (SPORTSBUSINESS JOURNAL, 2/12 issue).