AccorHotels has announced the official signing of a 10-year naming rights agreement for the Bercy Arena. This Paris venue, one of the world’s five largest concert halls and sports arenas, has become the AccorHotels Areana, reopened in mid-October after 18 months of refurbishment to offer cutting-edge technology and the latest in visitor facilities.
Commenting on the event, Sébastien Bazin, Chairman and CEO of AccorHotels declared, “We are proud to have been chosen by the City of Paris and AEG to associate the AccorHotels brand name with this emblematic sports and entertainment venue. We have forged this partnership with the aim of making The AccorHotels Arena a showcase for French hospitality: welcoming, friendly, and innovative.”
An unprecedented strategic partnership
This naming rights agreement, which was brokered by AEG Global Partnerships, is the first of its kind in Paris and represents a unique visibility opportunity for the Group and its distribution platform, both because of this key Parisian venue’s world class program and its exceptional location in Paris, the world’s top tourism destination and a candidate to host the 2024 Olympic Games. The AccorHotels Arena agreement is in line with the strategy rolled out by AccorHotels which aims to become not just a hotel stay expert, but an indispensable travel industry player and the preferred partner for travelers.
The 23 million card holders who are members of Le Club AccorHotels will enjoy preferential offers for events hosted at the Arena, for example, presales before the tickets go on sale to the general public, access to exclusive content and dedicated services.
Sébastien Bazin added, “This emblematic partnership with a player whose activities converge with ours serves as a powerful and unique vitrine for all the Group’s know-how. By combining Hospitality and Entertainment, AccorHotels strengthens its presence at every stage of the customer journey and offers its loyal guests unique advantages.”
The AccorHotels Arena is set to become a lively, welcoming, connected, and innovative, new Paris hotspot with hospitality and leisure areas – several restaurants and bars as well as business lounges and VIP boxes will enrich the visitor experience. As one of the city’s outing destinations, the Arena will also be 100% connected through mass Wi-Fi and will communicate permanently with spectators and the neighborhood on social media (Facebook, Twitter, Instagram…) and via a network of more than 370 screens.