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Sponsorship and Hospitality - the winning duo?

Building and maintaining brand awareness and image is a constant battle for hospitality professionals in the midst of the current media noise. Many of them can count on brands that are now well identified by their targets, but competition is tough and it is necessary to stay on the "top of mind" of consumers who increasingly choose their purchases as an affirmation of their convictions.

Sponsorship is therefore a vector of affinity for brands associating sporting performance, team spirit and victories with their name. Not forgetting the exposure of the brand during television broadcasts or on merchandising.

ALL & the PSG (Paris Saint-Germain football club)

After three years as the main sponsor of the Parisian team, Accor Live Limitless is taking a break on the budget but remains a partner of the team. The brand will be visible on the sleeve of the Parisian club's training shirt.

Mehdi Hemici, Chief Loyalty and Partnerships Officer, Accor summarises:

“We’re thrilled to extend our successful relationship with one of the most iconic sporting brands in the world. It helped launch our new lifestyle and travel loyalty program ALL- Accor Live Limitless - to a global audience and has been a magnet for our members who have enjoyed numerous “money can’t buy” Limitless Experiences with the club over the past three years. We are looking forward to the next chapter and delivering even more value to our members and our business.”

B&B Hotels & The Tour de France

In 2019, the French hotel group sponsored the Vital Concept team (2nd world division). The group has now been associated for 3 years, first with the B&B Hotels - KTM team, challenger of the Tour de France. This is an opportunity to be in direct contact with the French people who will be following the Tour and its caravan on a daily basis from this Thursday 30 June. It is also an opportunity to shed light on the B&B hotels and resorts along the route of the Tour.

Best Western Hotels & Resorts France & Romain Attanasio

After the Vendée Globe 2020 and the Transat Jacques Vabre 2021, the group is continuing its partnership with the French skipper for the Vendée Arctique and the Route du Rhum 2022.

Virginie Barboux, Deputy Managing Director in charge of Communications, Digital and Customer Experience explains:

"This long-lasting partnership appeals to both our customers and our hotel network, unites the teams and allows the group to shine on large-scale sporting events such as the Vendée Globe and the Route du Rhum, by enhancing its brand image through an exemplary ambassador who proudly embodies our values."

Brand Station, et Wechange &… the last of the Tour de France

To embody the values of solidarity and perseverance, the three brands have chosen to sponsor the tail of the peloton. On 24 July, the last race of the Tour, the last rider in the general classification will be offered a holiday. This communication operation will be coupled with a gesture of solidarity in favour of the Envol Association, which will receive a donation equivalent to the time separating the Yellow Jersey from the bottom of the pack.

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