Travel & Leisure

On Location Experiences Highlights Acquisition of PrimeSport

On Location Experiences reported it has acquired PrimeSport.

According to a media release, with the transaction, On Location is now comprised of over 500 employees in nine offices with a premium sales and marketing staff of over 100 people.

On Location's portfolio of sports and entertainment partners now includes over 150 rights holders, including the National Football League, the NCAA, the PGA of America and the United States Tennis Association. Top tier sporting events include the Super Bowl, the NCAA Final Four, the Ryder Cup, the Rose Bowl Game, Daytona 500 and the U.S. Open.

The group noted, partners in the music industry include music festivals Coachella, Bonnaroo, Desert Trip and Stagecoach. CID works with such artists as Metallica, Luke Bryan, Phish, Blake Shelton, and The Lumineers. Produced destination events include "Phish: Riviera Maya", "Luke Bryan's Crash My Playa", "Dead and Company: Playing in the Sand", and "Dave & Tim Riviera Maya".

John Collins, CEO of On Location Experiences, said, "On Location's stated vision is to partner with content rights holders to help them better monetize their intellectual property and expand the activation and fan experience around their big events. The PrimeSport acquisition provides scale for our premium experiential offerings and for our fast-growing organization's capabilities and expertise."

Collins concluded, "On Location is extremely well positioned to expand our model on a global basis. With the support of our sponsors, RedBird Capital, Bruin Sports Capital, 32 Equity and now the Carlyle Group, we will continue growing our platform and expand our services that will benefit our content partners and customers."

Financial terms of the transaction were not disclosed. On Location Experiences is owned by RedBird Capital Partners, Bruin Sports Capital, 32 Equity, the Carlyle Group and other PrimeSport investors. Paul Hastings served as legal counsel to On Location and Kirkland & Ellis served as legal counsel to PrimeSport.

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  • Alexandra Scarborough
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QUICK 5 has released a year-end look at U.S. traveler behavior and trends for 2017, analyzing data to identify the most in-demand destinations, hotels, activities and more.

Among other insights, the roundup revealed:

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