Accor And AEG Extend Partnership With Global Assets Deal

Hospitality group Accor and sports and live entertainment company AEG have extended their partnership to a global deal which 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.

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 guests and members. Accor customers will benefit from access to premium tickets, money can’t buy experiences and the option to redeem loyalty points against key experiences.  

Mehdi Hemici, SVP Business Development & Partnerships at Accor, commented: “We listened to our customers who were eager to access more live music experiences with our new loyalty programme. 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.”

Paul Samuels EVP of AEG Global Partnerships said: “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.”