AEG Lands New Naming Rights Deal For Paris Arena

PARIS, France (CelebrityAccess) — The Bercy Arena in Paris will have a new name following a ribbon cutting ceremony at the venue on October 14th, hosted Paris Mayor Annie Hidalgo. A ten-year naming rights agreement for the facility will see it renamed as the AccorHotels Arena.

The venue, owned by the city of Paris and operated by a management company in which AEG and the city are partners, will re-open its doors on October 17th after completing an 18-month, €140 million refurbishment resulting in an increased capacity of 20,000-seats and upgraded facilities, including new technology and amenties for both performers and guests.

In addition to receiving naming rights, the deal will provide AccorHotels with access to benefits for their card holders including priority ticketing, fastlane entrance to the venue as well as access to exclusive lounges and suites. AccorHotels will also receive exclusive opportunities including the ability to deploy of a wide array of digital activations through the venue’s WiFi facilities.

Paul Samuels EVP of AEG Global Partnerships commented: “AccorHotels have seen how beneficial the naming rights model can be for brands such as O2 and Barclaycard. By acquiring the rights to the upgraded and renovated arena, the brand will connect with music, sport and entertainment fans in a new and exciting way, a first for the French market and a hotel chain. We’re excited for what this partnership can do for the venue and AccorHotels customers.”

The financial terms of the agreement were not disclosed. – Staff Writers

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