AEG expands Accor partnership with global assets deal

Global hospitality group Accor and live entertainment behemoth AEG have extended their partnership to a global deal, incorporating a number of AEG and AEG-affiliated venues, festivals and events.

Accor will gain access to AEG assets including: venue partnerships with Qudos Bank Arena Sydney (21,000-cap.) and Barclaycard Arena Hamburg (16,000-cap.); ticketing rights with AEG Presents UK and AEG Presents Asia; and a festival partnership with American Express Presents BST Hyde Park, which this summer features headliners Taylor Swift, Pearl Jam and Little Mix.

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 ten-year naming rights deal with AccorHotels Arena in Paris (20,300-cap.), agreed in 2015.

The partnership will give Accor customers access to premium tickets, exclusive experiences and the opportunity to redeem loyalty points through the company’s ALL, Accor Live Limitless scheme.

“This extended AEG partnership reflects our elevated ambition to provide more opportunities for live entertainment for our 57 million loyal members”

“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,” comments Mehdi Hemici, SVP of business development and partnerships at Accor.

“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,” adds Hemici.

Paul Samuels, EVP of AEG global partnerships says the company is “delighted” to extend an “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.”

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