Global hotel giant wins naming rights deal in Sydney

Accor, the largest hotel operator in the Pacific, has won the naming rights for Stadium Australia, with the iconic venue in Sydney Olympic Park to begin the transition to Accor Stadium.

Accor Stadium is one of the world’s most exciting and diverse entertainment venues in the region and was the centrepiece of the Sydney 2000 Olympic and Paralympic Games.

With a capacity to hold concerts for 100,000 spectators and over 80,000 people for seated sporting events, the stadium has hosted the world’s best in entertainment. This has included global acts such as Adele, AC/DC, Ed Sheeran and Taylor Swift, and sporting events like State of Origin, National Rugby League Grand Finals, FIFA World Cup Qualifiers, and Bledisloe Cup and British & Irish Lions rugby Test matches.

Accor Stadium hosted the Australian national women’s football team the Matildas against USA in front of a record crowd on Saturday 27 November.

Minister for Sport Natalie Ward said the NSW Government was delighted to partner with Accor as the stadium’s naming rights sponsor:

NSW is open for business and we are thrilled our local fans, along with interstate and international visitors, will be able to experience fantastic sporting and entertainment venues like Accor Stadium. 

Accor Stadium will have an important role to play in NSW in 2022 and beyond and I can’t wait to see the seats filled again by those enjoying the experience of a large-scale live event.

Accor Stadium will soon feature one of the world’s largest LED video screens at 1,200sq metres. This screen is just one of many new enhancements that will improve the spectator and fan experience, and will be a unique signature of Accor Stadium.

Simon McGrath, CEO of Accor Pacific, said that it was a natural partnership for the leading hotel operator, expanding on Accor’s promise to give customers and loyalty member’s memorable experiences beyond their hotel stay:

Accor is dedicated to creating incredible customer experiences, and Accor Stadium firmly aligns with this vision.  We are immensely proud of this partnership, which is an investment in limitless experiences that bring people together, from world-class concerts, to sporting and family events.

This commitment also expresses our support for tourism, hospitality, events and travel, which play a vital role in our culture.

Mr McGrath said Accor Stadium would complement ALL-Accor Live Limitless, Accor’s award-winning loyalty program, and bring many benefits to members:

Importantly, Accor Stadium will give us the opportunity to showcase our impressive portfolio of hotel, apartment and resort brands and the very best of our loyalty program ALL – Accor Live Limitless.

ALL-Accor Live Limitless promises to give loyalty members world-class experiences beyond our hotels. We will offer members exclusive money-can’t-buy-experiences across Accor Stadium’s events program. Together, with our four hotels in Sydney Olympic Park with the Pullman, Novotel and ibis brands, and with the launch of Accor Stadium, the precinct will enable people to enjoy the best in hospitality and live entertainment.  

Stadium Australia CEO Daryl Kerry said the venue had already welcomed more than 30 million fans since it opened in the lead-up to the 2000 Olympic and Paralympic Games and it was now set for an exciting new era as Accor Stadium:

We are delighted to partner with Accor as we welcome people back to watch world-class sport and entertainment events. Accor Stadium will also play an important role in our community hosting a range of business, community and cultural events in the various function rooms and spaces inside the stadium.

The venue is home to the Socceroos, AMPOL State of Origin, Bulldogs, NRL, Rabbtiohs, NSW Rugby, Football Australia and Rugby AU.

Accor opened a Novotel hotel in Sydney’s Darling Harbour 30 years ago and now has 395 hotels, resorts and apartments and 18,000 team members in the region. Accor has a long-term commitment to supporting sport, tourism and culture in the Pacific, and partner with the AFLW, AFL, NRL, NSWRL and Netball Australia.

ALL – Accor Live Limitless is a lifestyle loyalty program that goes beyond hotels and offers. It delivers members truly spectacular experiences and rewards. ALL members will have the ability to redeem their Reward points for tickets to some of Australia’s most sought-after sporting matches and entertainment and will receive exclusive invitations to redeem Reward points for Limitless Experiences, which include access to the ALL private luxury suite with some of the best views of the field.

To learn more about ALL – Accor Live Limitless, go to www.all.accor.com.

Hosting rights

Sydney will host 11 matches at the FIFA Women’s World Cup in 2023 with four blockbusters. It will host more matches than any other host city, with seven games at the SFS and four at Stadium Australia, including a Semi Final and the Final.

Minister for Tourism Stuart Ayres said the fixture announcement is an exciting milestone on the road to the FIFA Women’s World Cup 2023™:

This is about putting the best sports and the best events in the best facilities and keeping Sydney the number one choice in Australia for sports fans. Hosting major events like this is crucial in creating jobs and boosting our visitor economy.

This World Cup will take women’s sport to a whole new level. When the final kicks off in Sydney I have no doubt we would have hosted a tournament that changed women’s major events forever.

Minister for Sport Natalie Ward said football lovers will get the chance to be part of the biggest and best moments of the tournament in Sydney, from start to finish:

The atmosphere across the city is bound to be electric as we host matches from day one right through to the Final.

Fans can soak up the atmosphere at the brand new SFS, enjoy a world-class FIFA Fan Fest and experience finals excitement at Stadium Australia.

FIFA Secretary General Fatma Samoura said 32 teams will compete in 64 matches across Australia and New Zealand.

Source & imagery, courtesy: Accor Stadium

ALSD International delivers an annual conference & exhibition, in addition to a 365 community, with the focus to increase revenue through New Builds, Renovations & Service Expansions, via innovations in niches including Premium Seating & Hospitality, Architecture & Design, Fan Experience and Technology.

The 2021 hybrid edition was hosted by Liverpool Football Club and featured a high-level conference, an exhibition showcasing industry-leading products & services, as well as networking events at Everton’s Goodison Park and M&S Bank Arena. The 2022 event will be announced in the coming days!

#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector

#ALSD – Leading the Premium Seat sector for the last 30 years

#sportsvenuebusiness – The leading platform for sector news, views & developments