PARIS, France (CelebrityAccess) — AEG, and French hospitality company Accord announced the extension of their existing partnership to a worldwide agreement, extending the deal to a number of AEG and AEG-affiliated venues, festivals and events.
Under the terms of the extended agreement, Accor will benefit from access to venue partnerships that include Qudos Bank Arena Sydney and Barclaycard Arena Hamburg; ticketing rights with AEG Presents UK and AEG Presents Asia, and a festival partnership with the concert series American Express Presents BST Hyde Park.
Through the partnership, Accor guests will have access to premium tickets, and exclusive experiences, as well as the opportunity to redeem loyalty points for the company’s ALL, Accor Live Limitless program.
“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 and follows a ten-year naming-rights deal signed in 2015 that saw Paris’s Bercy Arena renamed as the AccorHotels Arena.