On Location, the premium hospitality and experiential sales operator, has declared that its hospitality sales effort for the upcoming 2026 FIFA World Cup has set numerous records and continues to drive strong revenues.
The firm claims that In June 2025, a year out from the beginning of the 2026 FIFA World Cup – taking place in Mexico, the US, and Canada – hospitality sales for the event had already exceeded the total sales tally from the previous World Cup in 2022 (held in Qatar).
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Furthermore, as of March 31, 2026, the total sales turnover figure had more than doubled that of any prior FIFA World Cup hospitality program.
The previous most-attended World Cup from a hospitality perspective was Brazil 2014, a number that the 2026 edition has already exceeded.
Speaking on the announcement, On Location president Paul Caine said: “Demand for FIFA World Cup 2026 is exceeding our most ambitious projections, with sales well ahead of pace. The momentum we’re seeing – with strong sales expected to continue right through the tournament, as teams progress – reflects the global appetite for what will be the most successful hospitality program in World Cup history.”
FIFA World Cup 2026 chief operating officer Heimo Schirgi added: “The response to the FIFA World Cup 2026 hospitality program has been extraordinary, with record-breaking demand resulting in the highest hospitality revenue and the greatest number of packages ever sold for a FIFA World Cup.
“Together with our partner On Location, we are proud to see fans and corporate guests from around the world embracing what will be a truly unforgettable experience. We now look forward to welcoming these guests across Canada, Mexico, and the United States, where they will enjoy world-class service, prime access, and the unique atmosphere of the greatest show on earth.”
Much of this could be explained by the fact that this is the largest World Cup ever from a participation standpoint, with FIFA having expanded the event to 48 teams and 104 games in all.
Not only does this grant operators such as On Location far more inventory to sell, but it also opens up pathways for new markets that previously may have never considered the World Cup.
The likes of Jordan, Uzbekistan, Curacao, and Cape Verde are all making their World Cup debuts in 2026, while others such as Norway, Austria, Scotland, Turkey, Haiti, Congo, and Iraq, are all returning to the World Cup fold after significant waits since their last qualifications.
Given that the World Cup will be staged across three countries, that factor also naturally expands the value of the offering to domestic fans of three nations rather than just one.
Indeed, On Location says that customers from all 50 US states have acquired hospitality packages for the tournament, with the US one of over 125 countries from where premium hospitality tickets have been bought.
On Location is part of TKO Group, the sports vehicle owned by entertainment giant Endeavor, which also includes sports agency IMG, professional wrestling promotion WWE, and MMA promotion UFC, among others.
Caine continued: “2026 is set to be the biggest year in sports hospitality, and On Location continues to lead the industry through our unmatched track record.”
Outside of FIFA, the company boasts partnerships with the likes of the NFL, the NCAA, and the TKO Group properties UFC and WWE.
Perhaps most prominently, On Location also holds the hospitality sales remit for the International Olympic Committee, for which it ran hospitality sales this year for the 2026 Milano Cortina Winter Olympic Games, and it will do the same for the 2028 Olympics in Los Angeles.
Read more – Explainer: How On Location will deliver hospitality for a Winter Games
