Endeavor Consolidates On Location and China Operations Into Wholly Owned Subsidiaries Through Strategic Equity Swaps

Endeavor Group Holdings has finalized a major restructuring, bringing On Location and Endeavor China fully under its corporate umbrella through separate but complementary equity conversion transactions. The moves mark a significant shift in how the entertainment and sports conglomerate manages its portfolio of premium experience businesses.

How the Transactions Reshaped Ownership

The restructuring involved two key equity exchanges. In the first, the NFL’s 32 Equity platform—which had maintained an ownership stake in On Location—exchanged its subsidiary-level holdings for direct equity interests in parent company Endeavor. Simultaneously, investors in Endeavor China, including tech giant Tencent, Sequoia Capital China, and FountainVest Partners affiliates, made a parallel move by converting their holdings into parent-company equity positions.

This dual approach achieved a cleaner corporate structure while recognizing the strategic value these investors bring to the broader Endeavor ecosystem.

What This Means for On Location’s Growth

On Location has emerged as one of the world’s most sought-after hospitality providers in sports and entertainment. The company’s reach extends far beyond football—it serves more than 150 premium properties across golf (PGA), mixed martial arts (UFC), wrestling (WWE), college sports (NCAA), and major music and fashion events.

The 2022 Super Bowl LVI stands as a milestone, representing On Location’s highest-revenue hospitality event to date. More significantly, the International Olympic Committee selected On Location as its inaugural official global hospitality partner for the Paris 2024, Milan 2026, and Los Angeles 2028 Olympic Games—a testament to its operational excellence and global reach.

The Endeavor China Play

Established in 2016 through its investor consortium, Endeavor China has built an impressive portfolio delivering premium entertainment, sports, and fashion experiences to audiences across the region. From hosting the WGC-HSBC Champions golf tournament to the ATP Chengdu Open and Shenzong Fashion Week, the entity demonstrates strong execution in live events production.

The company also represents top-tier Chinese athletes and artists competing in Olympic sports, positioning itself as a bridge between international-class entertainment and local markets.

Why Full Ownership Matters

By consolidating both subsidiaries into wholly owned operations, Endeavor gains operational agility and can optimize resource allocation across its network. The move eliminates complexity in management structures while enabling tighter integration with sister companies WME, IMG, and UFC—collectively forming one of the planet’s most influential sports and entertainment powerhouses.

This restructuring signals Endeavor’s confidence in both businesses and sets the stage for accelerated growth in premium experiences and global entertainment distribution.