Accor, AEG Sign Global Assets Deal

INTERNATIONAL REPORT—Accor and AEG have extended their partnership 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.

“We listened to our customers who were eager to access more live music experiences with our new loyalty program,” said Mehdi Hemici, SVP, business development & partnerships, Accor. “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 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.”

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, which was agreed upon in 2015.

These concerts and 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. 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, according to the company.