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ACCOR and AEG Extends Their Global Partnerships with Global Assets Deal


Accor, a world-leading hospitality group and AEG, the world’s leading sports and live entertainment company, announced today 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 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 & 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 augmented hospitality group offering unique experiences in more than 5000 hotels and residences across 110 destinations. The Group has been acquiring hospitality expertise for more than 50 years, resulting in an unrivaled portfolio of 39 hotel brands, from luxury to economy, supported by one of the most attractive loyalty programs in the world.

ALL, Accor Live Limitless is a daily lifestyle companion that integrates rewards, services and experiences bringing value to everyday life inventing a completely new aspirational way to live limitless…

Accor is deeply committed to sustainable value creation and plays an active role in giving back to planet and community via its Planet 21 – Acting Here program and the Accor Solidarity endowment fund, which gives disadvantaged groups access to employment through professional training.

Accor SA is publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACRFY) in the United States. For more information visit Or become a fan and follow us on Twitter and Facebook.

About AEG Global Partnerships

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 some of the most iconic brand partnerships in the entertainment industry, including Staples Centre in L.A., The O2 in London, Mercedes-Benz Arena Berlin, Shanghai’s Mercedes-Benz Arena (a first for China), Glasgow’s The SSE Hydro arena. Overall, the division manages naming rights deals, premium seating and other strategic partnerships.

Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 100 million guests annually. More information about AEG can be found at

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