Entertainment, sports and content group Endeavor Group Holdings Inc. bought a majority stake in private equity-backed experiential hospitality company On Location Experiences, formally known as On Location Events LLC.

The transaction is valued at roughly $660 million, Bloomberg News reported, citing people familiar with the matter.

On Location has been owned by Carlyle Group LP, RedBird Capital Partners LLC, Bruin Sports Capital LLC and 32 Equity LLC since 2015. The National Football League Inc., through its 32 Equity investment platform, will remain a minority shareholder and a board member of On Location, which is the official hospitality partner of the football league.

Former Bloomberg Chief Revenue Officer Paul Caine will be the president of the newly integrated entity, while On Location CEO John Collins will advise the companies during the integration period.

Latham & Watkins LLP is legal adviser to Endeavor, while The Raine Group is its financial adviser. Paul Hastings LLP and Ropes & Gray LLP are legal advisers to On Location and the NFL, respectively.