AEG IS extending its partnership with hotels and hospitality group Accor to include more of its affiliated venues and events worldwide.
The new deal will see Accor benefit from AEG assets including venue partnerships with Australia’s Qudos Bank Arena (cap. 21,000) in Sydney and Germany’s Barclaycard Arena (16,000) in Hamburg, promoter AEG Presents Asia, along with AEG Presents in the UK and its American Express Presents BST Hyde Park (65,000) in London.
The contract extension stems from the 10-year naming rights deal with France’s AEG-operated AccorHotels Arena (20,300) in Paris, agreed in 2015.
“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,” says UK-based AEG Global Partnerships executive vice-president (VP) Paul Samuels
Accor’s senior VP of business development and partnerships Mehdi Hemici says, “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 Global Partnerships division has also brokered deals for AEG-owned, operated or partnership venues such as America’s Staples Centre (20,000) in Los Angeles, the UK’s The O2 (21,000) in London and China’s Mercedes-Benz Arena (18,000 in, Shanghai.