Tourism is also taking shape, linked to the Winter Olympics in Milan-Cortina 2026. Foreign fans who want to come to Italy can contact the American company On Location to experience not only the sporting events that will be held in 5 years, but also the best that the other cities of the beautiful country offer. It is one of the “Italic” reflections of the agreement announced on 2 June between the International Olympic Committee (That is), the International Paralympic Committee, the organizing committees (Paris, Milan-Cortina and Los Angeles) and the leading US company in experiential hospitality headed by Endeavor Group Holdings.
What the agreement provides
On Location will be the official hospitality provider for 3 Olympics: Paris 2024, Milan-Cortina 2026 (winter) e Los Angeles 2028. Fans and stakeholders who want to follow their Olympic favorites (and once in the country visit other cities, why not) will have access to unique experiences, inclusive tickets, travel and hospitality through an exclusive supplier for all territories. . The hospitality will include packages including tickets for entrances to the competition venues, travel, accommodation and hospitality in the cities that will host the games. The new model should also improve the services for the families and friends of the athletes who will be protagonists during the Games, with travel assistance, accommodation and other services, including a series of dedicated and reserved tickets.
The numbers of On Location
The long-term turnkey solution was entrusted to a company that already provides hospitality packages consisting of tickets, hotel accommodation and transport also for the Super Bowl, the university basketball of the NCAA Final Four and the New York Fashion Week, as well as to more than 150 iconic franchises, such as Nfl, Ufc and Pga, in addition to numerous artists and music festivals. A reality with important numbers: 500 million tickets per year for various events, 2.5 million overnight stays, 10 million guests managed within the perimeter of the sports facility, 450 thousand passengers.
From Img, to Miss Universe and Ufc
On Location is headed by Endeavor Group Holdings, the American group born in 2009 with the expansion of the William Morris talent agency to the entertainment and sports hospitality sector. It has within its perimeter the giant Img, a global player in sports and entertainment management, Miss Universe, Ufc (the global brand in mixed martial arts) and E-League (e-sport). The group arrived at the NYSE at the end of April 2021 (the previous attempt to go public had failed in October 2019 under pressure from investors) with a 511 million dollar IPO, 1.8 billion private placements and a capitalization of 10.6 billion dollars. Its shareholders include Silver Lake, a Silicon Valley private equity fund.
Sustainable Olympic Games
A common thread ties the organization of the Olympic Games: economic sustainability. And it is for this reason that the president of the IOC Thomas is particularly satisfied with the agreement Bach who, since the beginning of his mandate, has continued to push the accelerator on the issue of the economic sustainability of the Olympic Games. Having achieved the goal of centralizing the management of Olympic and Paralympic hospitality, Bach now expects better cost control and a more efficient transfer of know-how between the different editions of the games thanks to a single supplier.
On the same wavelength The President of Milan-Cortina 2026, Giovanni Malagò, who did not fail to point out how the agreement with On Location has generated “an important revenue stream that will help Milan-Cortina 2026 to offer exciting and sustainable games”.
During the negotiations, the managing director of Milan-Cortina, Vincenzo, also intervened Novari, which insisted on a contractual structure that would in any case ensure an Italian flavor to the contents of the hospitality offer for the Milan Cortina dei Giochi edition, both at the level of subcontractors and through the joint construction of packages, in order to allow to the Foundation to promote tourism in the Olympic regions and in the rest of the country.
A global challenge, that of On Location, which does not scare Paul Caine, a life in publishing with Bloomberg and now president of the New York-based company, which promises “to provide customers with memorable experiences through exclusive hospitality packages to celebrate each host city uniquely.”
A few days before the start of the Tokyo Olympics, the most troubled in history, it is a bet that requires a good dose of courage.