The world’s biggest soccer event, the FIFA World Cup, has partnered with On Location, a company known for crafting premium experiences at major events, to create its most extensive hospitality program ever.
This landmark deal has ensured fans seeking an elevated World Cup experience have a variety of options across all 16 stadiums in Canada, Mexico, and the United States – the tournament’s hosts in 2026.
The immersive hospitality leader will offer a range of ticket-inclusive packages catering to different preferences. This ensures fans can enjoy the electric atmosphere of the biggest stage along with exclusive perks and VIP treatment.
Commenting on the association, Mattias Grafström, FIFA Secretary General, said, “North America has long been renowned as a global leader in delivering the best sports and entertainment experiences for fans, while the FIFA World Cup is known for offering the most unique and thrilling atmosphere one can experience in a stadium.
“With this groundbreaking agreement, we’re sure that we have found the perfect provider to offer premium experience products for the next World Cup that will appeal to domestic audiences across all three host countries, as well as the millions expected to travel from abroad for this historic tournament in 2026.
“Together with On Location, we will be able to curate and deliver game-changing experiences that will bring new fans to the game and offer enhanced experiences to anyone who attends any of the stadiums in the 16 host cities.”
Paul Caine, President of On Location, added, “The FIFA World Cup 2026 will be transformative for the sport, and we are proud to be working with FIFA to deliver its largest hospitality programme ever and playing a role in football’s growth in North America.
“More people than ever will have the chance to experience an elevated, modern take on hospitality at one of the world’s greatest events.”
The luxury hospitality group will collaborate with Major League Soccer (MLS) to maximise reach and leverage its established fanbase. MLS will act as a sales agent, promoting and selling these hospitality packages throughout Canada and the United States.
On Location is a world leader in premium event experiences, offering VIP access, exclusive perks, and exceptional service at major sporting events, concerts, and even fashion shows. The experiential provider aims to create lasting memories through carefully curated experiences.
The purveyor of exclusive experiences boasts a proven track record, having provided hospitality services for prestigious events like the Paris Olympics 2024 and Paris Paralympics, the Super Bowl, and the Ultimate Fighting Championship.
The FIFA World Cup 2026 is expected to generate a significant $11 billion for FIFA during the 2023-2026 financial cycle, with the hospitality program playing a key role. Partnering with established brands like Aramco, Visa, Qatar Airways and McDonald’s further bolsters the tournament’s financial muscle. Additionally, the record-breaking 48-team format with 104 matches promises an unparalleled month of soccer excitement.