Accor and AEG extend partnership with global assets deal

Accor and AEG have announced that their partnership has extended 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, France, which was agreed in 2015.


These once-in-a-lifetime concerts and epic 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.


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 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!


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.


Accor is a world-leading hospitality group, while AEG is the world’s leading sports and live entertainment company.


High-ranking executives from AEG and Barclaycard Arena Hamburg are regular attendees at ALSD International, Europe’s one and only event dedicated to the Premium Seat & Hospitality sector. Speakers from the AEG group have included John Langford, President, European Arenas Association (EAA) & Chief Operating Officer, AEG Europe, Michele Kajiwara, Senior Vice President of Premium Sales, STAPLES Center/AEG and Steve Sayer, Vice President & General Manager, The O2 London/AEG. NB: We will be bringing you an in-depth interview with Steve early in the New Year.



#ALSDInternational – Europe’s one & only event dedicated to the Premium Seat & Hospitality sector


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