On Location, the premium hospitality and experiences company, has extended its tie-up with Kraft Analytics Group (KAGR), in a multi-year renewal.
Through an extension unveiled today, sports data technology and analytics firm KAGR will work with the TKO-owned brand (previously an Endeavor property) on adding more value across its swathe of sporting clientele by developing greater audience insight and understanding.
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US-based KAGR has renewed this deal with On Location with the latter firm ensconced as the official hospitality provider for soccer's FIFA World Cup 2026, as well as for the Los Angeles 2028 Olympic and Paralympic Games (through a deal with the International Olympic Committee from 2021).
KAGR will work towards helping the hospitality provider "develop robust marketing strategies with increasingly elevated offerings and personalized experiences," using its knowledge of the US market as well as tie-ups with teams across the five most prominent sports leagues in that country (NFL, NBA, MLB, NHL, and MLS).
Other sporting clients of On Location include the NFL, US collegiate sport's NCAA, as well as the Ultimate Fighting Championship and World Wrestling Entertainment promotions.
The firm uses the KAGR data to add to its client offerings, messaging strategies, and localized marketing efforts.
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By GlobalDataPaul Caine, On Location's president, has commented on the extension: "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.”
Jessica Gelman, KAGR's chief executive, added: "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.”
The analytics firm is also a partner of Italian soccer heavyweights AC Milan, through a July 2024 tie-up.
