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Hotel operator Accor signs seven-year naming rights deal for Stadium Australia

Hotel operator Accor signs seven-year naming rights deal for Stadium Australia
November 26, 2021

Accor, the largest hotel operator in the Pacific region, has won the naming rights for Stadium Australia, with the Sydney Olympic Park venue to begin the transition to Accor Stadium from today. 

The newly branded Accor Stadium is one of the world’s most recognisable and diverse venues in the region with a capacity to hold concerts for 100,000 spectators and over 80,000 people for seated sporting events, the stadium has hosted the world’s best in entertainment.

This has included global acts such as Adele, AC/DC, Ed Sheeran and Taylor Swift, and sporting events like State of Origin, NRL Grand Finals, FIFA World Cup Qualifiers, and Bledisloe Cup and British & Irish Lions rugby union Test matches.

The introduction of the Accor Stadium brand will be on show tomorrow (Saturday 27th November) when the Matildas take on the USA in front of an anticipated record crowd.

Announcing the naming rights sponsorship, NSW Minister for Sport, Natalie Ward stated “we are thrilled our local fans, along with interstate and international visitors, will be able to experience fantastic sporting and entertainment venues like Accor Stadium.

“Accor Stadium will have an important role to play in NSW in 2022 and beyond and I can’t wait to see the seats filled again by those enjoying the experience of a large-scale live event.”

Noting that the sponsorship is a natural partnership for the leading hotel operator, expanding on Accor’s promise to give customers and loyalty member’s memorable experiences beyond their hotel stay, Simon McGrath, Chief Executive of Accor Pacific, advised “Accor is dedicated to creating incredible customer experiences, and Accor Stadium firmly aligns with this vision.  We are immensely proud of this partnership, which is an investment in limitless experiences that bring people together, from world-class concerts, to sporting and family events.

“This commitment also expresses our support for tourism, hospitality, events and travel, which play a vital role in our culture.”

McGrath said Accor Stadium would complement ALL-Accor Live Limitless, Accor’s award-winning loyalty program, and bring many benefits to members, adding “importantly, Accor Stadium will give us the opportunity to showcase our impressive portfolio of hotel, apartment and resort brands and the very best of our loyalty program ALL - Accor Live Limitless.

“ALL-Accor Live Limitless promises to give loyalty members world-class experiences beyond our hotels. We will offer members exclusive money-can’t-buy-experiences across Accor Stadium’s events program.  Together, with our four hotels in Sydney Olympic Park with the Pullman, Novotel and ibis brands, and with the launch of Accor Stadium, the precinct will enable people to enjoy the best in hospitality and live entertainment.” 

Looking forward to an exciting new era as Accor Stadium, Stadium Australia Chief Executive, Daryl Kerry went on to say “we are delighted to partner with Accor as we welcome people back to watch world-class sport and entertainment events.

“Accor Stadium will also play an important role in our community hosting a range of business, community and cultural events in the various function rooms and spaces inside the stadium.”

Accor opened a Novotel hotel in Sydney’s Darling Harbour 30 years ago and now has 395 hotels, resorts and apartments and 18,000 team members in the region. Accor has a long-term commitment to supporting sport, tourism and culture in the Pacific, and partner with the AFLW, AFL, NRL, NSWRL and Netball Australia.

The venue will soon feature one of the world’s largest LED video screens at 1200 metre². This screen is just one of many new enhancements that will improve the spectator and fan experience and will be a unique signature of Accor Stadium.   

With brands including SO/, Sofitel, MGallery, Art Series, Pullman, Swissôtel, Grand Mercure, Peppers, Swissotel, The Sebel, Mantra, Novotel, Mercure, Mövenpick, Tribe, BreakFree, ibis, ibis Styles, ibis Budget, Accor’s operations consist of more than 5,200 properties and 10,000 food and beverage venues throughout 110 countries.

Images: The new branding of Sydney's Accor Stadium (top and middle) and the venue ready for tomorrow's Matildas v USA clash (below).

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24th November 2021 - AAMI renews naming rights for Melbourne Rectangular Stadium

21st November 2021 - Upcoming NSW Government funding package to include a redeveloped Penrith stadium and a roof for Stadium Australia

19th November 2021 - Merivale to deliver hospitality services for SCG and new Sydney Football Stadium

12th October 2021 - Data analytics company STR share impact on hospitality sector of AFL and NRL Grand Finals

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10th September 2021 - VenuesLive steps up recruitment drive for Optus Stadium hospitality staff

9th September 2021 - Brisbane’s Suncorp Stadium to host relocated NRL Grand Final

27th August 2021 - NEC agrees 10-year display network link with Venues NSW

12th August 2021 - Australia’s National Football teams well positioned for fan engagement following Tokyo 2020

9th August 2021 - New great southern screen to transform fan experience at Stadium Australia

28th May 2021 - Stadium Australia opens search for new naming rights partner

17th November 2020 - Appointments announced for Venues NSW Board

30th September 2020 - NRL Grand Final will see 40,000 fans at Sydney’s ANZ Stadium

21st July 2020 - VenuesLive flags permanent employment opportunities at ANZ, Bankwest and Optus Stadiums

23rd June 2020 - NSW Government announces merger of SCG Trust and Venues NSW

1st June 2020 - NSW Government abandons plans for redevelopment of Sydney’s ANZ Stadium

9th January 2020 - Global stars to feature in Football for Fires exhibition match at Sydney’s ANZ Stadium

6th January 2020 - TEG to stage benefit concert for bushfire relief at Sydney’s ANZ Stadium

25th September 2019 - Designs revealed for new 70,000 capacity ANZ Stadium


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