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On episode #12 of The Fan Engagement Podcast, host Megan Cain welcomed Stuart Wareman, Global SVP Experiences, Events &amp; Sponsorship at Accor. <a href="https://bit.ly/46TuB9s">Listen here.</a>
As a sponsor of PSG, the FIFA World Cup and the first hotel operator to oversee the athlete and media villages at the Olympics and Paralympics games,. Accor is one of the most active brands in the global sponsorship ecosystem.
With Paris 2024 taking place in their home city, the Games offers a unique glimpse into how a brand and a sports sponsorship strategy can align for maximum impact.
Recorded weeks before the start of Paris 2024, here’s what we learned from the conversation with Stuart.
Accor’s sponsorship journey
Accor, a leading international hospitality group with 46 hotel brands and nearly 6,000 properties, has pivoted to an &#8220;asset-light&#8221; model, managing or franchising hotels rather than owning them. Providing an ideal experience for various demographics including sports fans, the brand is focussed on enhancing brand visibility and customer loyalty through strategic sponsorships.
In 2019, Accor relaunched its loyalty program, &#8220;ALL &#8211; Accor Live Limitless,&#8221; with a goal to elevate its global presence and connect with customers on a deeper level. The decision to sponsor the Paris Saint-Germain (PSG) football team was central to this strategy, rapidly increased global brand awareness. Within 18 months, the sponsorship generated two-thirds of all global brand awareness for ALL. However, while people recognized the brand, many still didn’t understand what Accor truly offered.
Pivoting from awareness to engagement
To bridge the gap between brand awareness and understanding, Accor shifted its focus to create educational and engaging narratives. The goal is to inform customers about their broad portfolio, which ranges from ultra-luxury to budget-friendly hotels, and to highlight the unique experiences they offer. The sponsorship of PSG allowed Accor to access unique assets, such as pitch-side seats and exclusive player content, which were leveraged to drive deeper engagement with their audience.
Accor’s partnership strategy also extends to niche markets. For example, the Orient Express brand sponsors sailing events, aligning with luxury and adventure travel audiences. This diversified sponsorship strategy ensures that Accor’s marketing initiatives reach a broad audience while tapping into specific passions.
Harnessing the power of fan experience
Accor’s “ALL Limitless Experiences” platform allows loyalty members to use accumulated points for exclusive experiences, such as VIP suites at concerts and meet-and-greets with sports stars. By offering these “money-can’t-buy” experiences, Accor strengthens customer loyalty and encourages further engagement with its ecosystem, whether through its app or email communications.
Stuart emphasiszed the importance of making customers feel valued: “These are the ones who are our most important customers. They stay more, they spend more per stay, and they love us more as a direct result.”
The Olympic opportunity: A catalyst for change
At Paris 2024, Accor&#8217;s sponsorship presented a tremendous opportunity to showcase French hospitality on a global stage. As the official sponsor of the athlete and media villages, Accor aims to leverage this platform not only to elevate brand visibility but also to drive social change. This includes initiatives to enhance diversity and inclusion, particularly through training staff to better serve people with disabilities.
Accor&#8217;s efforts extend to redesigning accessible rooms to be more stylish and functional, providing a more dignified experience for guests with disabilities.
Activations and measuring success
During the Games, Accor planned to activate its sponsorship through various on-site initiatives and promotional content. From local events like the “Rock Corp” concert—a volunteer-driven initiative aimed at engaging French youth—to enhancing guest experiences at their hotels, Accor is dedicated to making visitors feel part of the Olympic celebration.
Success will be measured through several key metrics, including market share, brand awareness, guest satisfaction, and member enrollments. Additionally, Accor will assess the long-term impact on bookings to their hotels and the overall perception of the brand’s values and corporate image.
Looking ahead: The Olympic legacy
For Accor, the Olympic sponsorship represents more than just a branding exercise; it is an opportunity to build a lasting legacy. By leveraging the Games as a catalyst for change and enhancing their commitment to diversity, inclusion, and superior hospitality, Accor aims to position itself as a leader in the global hospitality industry.
To learn more about Accor’s unique approach to sponsorship and sports engagement,<a href="https://bit.ly/46TuB9s"> listen to the full episode</a> of The Fan Engagement Podcast.

Podcast Round-Up | Accor – Maximising global sponsorships

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