On Location Names Celebrities to Lead New ‘Starting 16’ Hospitality Program for FIFA World Cup 2026

Who announced the program and where it will run

On Location, the company that sells premium tickets and hospitality for major sports events, has rolled out a new program called the “Starting 16” Hospitality Captain Program for the FIFA World Cup 2026. The announcement says the program will place a named celebrity host — called a Hospitality Captain — in each of the tournament’s host cities in the United States, Canada and Mexico. The initiative is tied to On Location’s official hospitality partnership with FIFA, and it is timed to run across the World Cup schedule in 2026.

The company describes Starting 16 as a way to bring a consistent, elevated fan experience to each host city while giving visitors a familiar face to anchor activities and special events. The timing is set to match the tournament itself, with captain-driven programming appearing around matchdays and official hospitality venues in the cities taking part.

Celebrity roster and where each star will be placed

On Location named a mix of actors, musicians and former athletes to serve as Hospitality Captains, pairing each personality with one of the World Cup’s host cities. The cast reads like a blend of pop culture and sports worlds, and the company highlighted crossovers where celebrities have ties to the cities they will represent.

Among the roster are entertainers known for television and film roles, a handful of retired or current sports figures with wide name recognition, and music artists who bring festival-style energy. On Location emphasized that the captains were selected for their ability to connect with fans and lead in-person programming.

The announcement included short comments from several captains. One star said, “I can’t wait to share the energy of the World Cup with fans in my city,” while another added, “This is more than a game — it’s a celebration, and I’m excited to help create moments people will remember.” The company also quoted an On Location executive noting the goal of marrying world-class hospitality with local flavor through each captain’s influence.

While the release did not focus on strictly local celebrities for every city, it did call out notable pairings where a captain’s background or public profile aligns with the culture or sports scene of the assigned host location. That mix should help the program feel both globally resonant and locally relevant.

What fans can expect from captain-led hospitality

The Starting 16 program is billed as a premium hospitality layer on top of On Location’s existing World Cup packages. Fans who buy hospitality passes can expect a range of perks: dedicated viewing areas, upscale food and drink, pre-match events, behind-the-scenes content and curated social experiences. The captains will appear at some of these events — hosting meet-and-greets, taking part in moderated conversations, and leading signature fan activities tied to their city.

On Location says the captain role is more than a photo op. Captains will be involved in programming decisions for their venues, appear at scheduled fan sessions, and participate in limited ticketed events where space is restricted. The announcement stressed that captain appearances will vary by city and package tier, so not every hospitality guest will necessarily see every captain.

Ticketing and eligibility will follow On Location’s usual tiers for premium hospitality: higher-priced packages include more access, while smaller, curated events with the captains may require separate registration or come as part of an upgraded pass. The release advised fans to watch On Location’s booking channels for details on which experiences are included in which packages.

Why this matters for On Location and the broader hospitality market

On Location has carved out a role as a go-to seller of premium experiences for global sports properties. This program highlights two commercial aims: to add star power to hospitality products and to create repeatable, city-branded experiences that sponsors and corporate clients can buy into.

From a business standpoint, using celebrities as Hospitality Captains can make packages easier to market. Brands that sponsor hospitality venues want stories and personalities they can attach to activations; captains give On Location a ready-made narrative to pitch to corporate buyers and advertisers. It also helps the company differentiate its offerings in a crowded market for World Cup travel and ticketing, where buyers are comparing price, access and added value.

For FIFA and partners, the move supports the wider effort to turn the World Cup into a year-round entertainment opportunity rather than a one-off tournament. Hospitality that feels curated and celebrity-led can command higher prices and attract guests seeking more than just a seat at a match — people who want social programming and memorable moments.

How fans can learn more and what comes next

The announcement said more details about the Starting 16 packages, exact captain schedules and city pairings will be posted on On Location’s official channels as booking windows open. Fans interested in premium hospitality should monitor On Location’s website and social media for the full list of captains, the timing of captain appearances, and the precise contents of each hospitality tier.

On Location plans to release booking windows in stages, with more information trickling out in the months ahead as FIFA finalizes match schedules and venue plans. Fans who want captain-led events will need to move quickly once specific packages are announced, since limited-capacity sessions are likely to sell out first.

In short, Starting 16 aims to package celebrity draw with polished hospitality for a tournament that promises huge demand. For fans who want a premium, curated World Cup experience, the program looks like a clear attempt to make hospitality feel personal and memorable — while giving On Location and its partners a marketable, city-by-city product to sell.

Sources

• prnewswire.com