News: ALL (Accor Live Limitless) PSG jersey sponsor

The news was expected by the end of March, but in the end it took everyone by surprise on Thursday, February 21: ALL (Accor Live Limitless), the new loyalty program of the ACCOR group, will be the PSG jersey sponsor for the 2019 - 2023 seasons. As the team is owned by Qatar Sports Investments, the geopolitical tensions between the two Gulf petromonarchies are obviously not disconnected from the former sponsor Fly Emirates (an Emirate airline based in Dubai). In continuity with AccorHotels Arena, through this partnership, the AccorHotels group - now Accor - will continue to develop its sports sponsorship. The two leaders, who already knew each other as Sebastien Bazin was President of PSG from 2009 to 2011, will present the new jersey with great fanfare on Friday, February 22, 2019 at 6pm at the Parc des Princes. Across the Channel, the Marriott group will promote its brand new loyalty programme, Marriott Bonvoy, by joining forces with Manchester United. This symmetry is amusing but also reveals the priorities of the major hotel groups: building loyalty.

Sponsoring at the service of loyalty programs

This has become a key issue for market leaders in order to secure their market share from one year to the next. "Marriott Bonvoy", the new program of the world's leading group, was launched in January 2019. It took two years of work to develop; it aims to unify the benefits between the former Marriott and Starwood programs, after the latter's acquisition in 2016. For Accor, ALL aims to enrich the stay with additional leisure experiences, to give substance to what the French group calls "enhanced hospitality". While these partnerships provide an opportunity to offer exclusive benefits to members, the main objective is to boost awareness...