NFL, Bon Jovi Joined by Travel Agency on Event Company Roster

  • On Location Investors Include the NFL and Jon Bon Jovi
  • Anthony Travel handles trips for teams at Notre Dame and Duke

The company trying to turn sporting events and concerts into highly choreographed experiences for superfans has added a sports-specific travel agency to a roster of partners that includes the NFL and Jon Bon Jovi.

On Location Experiences has bought Dallas-based Anthony Travel, an agency that facilitates trips for teams, leagues and fans. The company says it sends clients to more than 300 events annually and is the largest contractor of group hotel rooms, airline seats and bus charters in sports. Its 67 college partners include UCLA, Duke, Harvard and Notre Dame, which has used the company to plan its football team’s trips to Ireland. Disney Sports and ESPN Events are also clients.

Terms of the agreement weren’t disclosed by either Anthony, the largest U.S. sports travel management company, or On Location, which is run by Bruin Sports Capital and RedBird Capital Partners.

As part of the acquisition, John Anthony, the travel company’s chief executive officer, will join the board and becomes a shareholder in On Location Experiences, previously known as NFL On Location.

The NFL last year turned over control of its events-and-hospitality business to Bruin and RedBird. The deal gave the two firms a long-term license to operate the unit. The NFL still owns part of the enterprise through its private equity arm, 32 Equity.

On Location in November named former National Hockey League executive John Collins, architect of outdoors games and billions in media contracts, as its first chief executive officer.

Of the Anthony Travel acquisition, Collins said, “It allows us to offer fans a much more comprehensive experience, which is what we’ve been promising.”

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