ON LOCATION, a global provider in premium hospitality experiences, has announced a multi-year extension of its partnership with Kraft Analytics Group (KAGR), aimed at accelerating growth through advanced, data-driven consumer and market insights.
As the company behind world-class hospitality and travel programs for organisations such as the IOC, NFL, FIFA, NCAA, UFC and WWE; On Location brings a deep understanding of fan behaviour, markets and consumer trends. When combined with KAGR’s access to insights from more than 70 million sports fans worldwide, robust consumer research capabilities and a data-first marketing approach, the partnership enables On Location to deliver greater value to both its clients and guests.
With On Location serving as the official hospitality provider for the Milano Cortina 2026 Olympic and Paralympic Winter Games, the Los Angeles 2028 Olympic and Paralympic Games, and the FIFA World Cup 26, the company is set to significantly expand its global consumer base, while continuing to serve customers across the United States and international markets.
KAGR will support On Location in developing sophisticated marketing strategies and increasingly elevated, personalised hospitality offerings. This work draws on KAGR’s deep understanding of the US fan base, alongside insights gained from partnerships across all five major US sports leagues and leading international organisations, including AC Milan.
By combining insights from its own customers with KAGR’s analytics, On Location refines its channel mix, value propositions and messaging strategies, while executing hyper-local marketing initiatives designed to enhance the overall guest experience. These diverse market insights, supported by proprietary analytics models, inform media modelling and forecasting, audience personas and the creation of hospitality packages that celebrate the unique culture of each host destination.
This next phase of the On Location–KAGR partnership creates new opportunities to expand the company’s influence across the industry, alongside the addition of major national and international events to its growing portfolio.
On Location president Paul Caine said, “Everything we do with KAGR starts with data and our renewed partnership underscores the importance of data-driven insights in delivering best-in-class hospitality programs. 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.”
KAGR CEO Jessica Gelman added, “KAGR is proud to be a longtime part of the On Location family, helping the company develop and innovate over the last eight years. Over time, we have evolved together – first as promising new companies, and now growing to a place where we can drive change across the industry alongside one another. 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.”
