The global soccer governing body, FIFA, is set to name On Location as its primary hospitality sales agency for the 2026 World Cup in North America, according to sources close to the matter. This comes after a competitive bidding process that saw On Location emerge victorious over the other finalist, Beyond Hospitality.
FIFA is expected to make an announcement on the hosting bids for the 2027 Women’s World Cup next month at its annual congress in Thailand. The contenders include a joint bid from the U.S.-Mexico, Brazil, and a joint bid from Belgium-Germany-Netherlands.
On Location could potentially handle hospitality services for the 2025 Club World Cup, which will be held in North America with an expanded format of 32 teams. With significant experience operating in North America and holding rights for major international sporting events such as the 2024 Paris Olympics Games, On Location has established itself as a formidable player in the hospitality industry.
Beyond Hospitality, founded by Jaime Byrom in 2013 with a 30% investment from Qatari consultancy Aspire Katara Hospitality, has been managing FIFA’s Hospitality Programme for World Cups since 2010. Byrom’s history with FIFA dates back to the 1986 World Cup in Mexico.
