AEG and Accor extend international partnerships with global assets deal

Leading hospitality group, Accor and AEG, the world’s leading sport and live entertainment company, have today announced an extension of their partnership to a global deal and will incorporate a number of AEG and AEG-affiliated venues, festivals and events.

Accor will benefit from access to a global set of AEG assets including; venue partnerships with Qudos Bank Arena Sydney and Barclaycard Arena Hamburg; ticketing rights with AEG Presents UK and AEG Presents Asia and a festival partnership with American Express Presents BST Hyde Park that will showcase artists such as Taylor Swift, Pearl Jam, Little Mix, Pixies and more to be announced.

The new partnership was brokered by AEG Europe Global Partnerships - AEG’s in-house division responsible for worldwide sales and activation of naming rights and strategic brand partnerships. It follows a 10 year naming rights deal with AccorHotels Arena in Paris agreed in 2015.

These concerts and sporting events will be part of ‘ALL, Accor Live Limitless’, a daily lifestyle companion that integrates rewards, services and experiences throughout Accor bringing value to everyday life whether guests and members live, work or play. This partnership puts Accor customers at the forefront of these benefits, with access to premium tickets, money can’t buy experiences and the option to redeem loyalty points against key experiences. ALL is elevating Accor’s relationship with clients, members and partners from transactional to emotional and inventing a completely new aspirational way to live limitless.

Commenting on the partnership, Mehdi Hemici, SVP Business Development & Partnerships at Accor, stated “we listened to our customers who were eager to access more live music experiences with our new loyalty program. This extended AEG partnership reflects our elevated ambition to provide more opportunities for live entertainment in key locations in the world for our 57 million loyal members who will use their ALL points for more than just hotel stays. The radical transformation of Accor’s lifestyle loyalty program, embodied by ALL - Accor Live Limitless, will continuously provide more value for customers at home or away through music, sport or entertainment partnerships. Enjoy Limitless Experiences!”

AEG Global Partnerships Executive Vice President, Paul Samuels added “we’re delighted to extend our already successful relationship with Accor. Together we’ve delivered incredible experiences for thousands of Accor customers through our naming rights partnership in Paris, and now we look forward to enhancing their global customer benefits programme through our expanded relationship.”

Accor is a world-leading augmented hospitality group offering unique experiences in 4,900 hotels and residences across 110 countries. The Group has been acquiring hospitality expertise for more than 50 years, resulting in an unrivalled portfolio of brands, from luxury to economy, supported by one of the most attractive loyalty programs in the world.

AEG Global Partnerships oversees the worldwide sales and servicing of sponsorships for AEG’s entire portfolio of assets. Creating customised and innovative marketing programs for established and emerging brands it has created leading brand partnerships in the entertainment industry, including Staples Centre in Los Angeles, USA; Mercedes-Benz Arena Berlin, Germany; Shanghai’s Mercedes-Benz Arena (a first for China) and the United Kingdom’s The O2 in London (pictured) and SSE Hydro arena in Glasgow.

Overall, the division manages naming rights deals, premium seating and other strategic partnerships.