AEG announced the extension of its partnership with hospitality group Accor to a worldwide deal that will incorporate a number of AEG and AEG-affiliated venues, festivals and events.
Accor customers will be able to exchange their loyalty points for live experiences produced by AEG.
Financials of the deal were not disclosed.
Accor is currently the naming rights sponsor of AEG’s venue in Paris, France, the 20,000-capacity AccorHotels Arena – a 10-year deal agreed upon in 2015.
The new partnership gives Accor access to AEG assets worldwide, 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.
Accor will use this access to build its customers loyalty program ALL, which stands for ‘Accor Live Limitless.’ Customers that have joined the program will to exchange their loyalty points for concerts, sporting events, premium tickets and more.
Mehdi Hemici, SVP business development & partnerships at Accor, said
“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 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.
The division’s EVP Paul Samuels 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.”
