Many hospitality groups are sponsoring sport to benefit from the communication of these moments. From golf, to sailing and car races, hotel companies are targeting regional, national or international event to develop their influence. Partnerships that also make sense when the hospitality industry can benefit from these events to increase its hotels RevPAR.

Jumeirah Hotels & Resorts to partner with Williams Racing

The hotel took the opportunity of the 2023 FIA Formula One World Championship starting on March 5th in Bahrain, to announce this new partnership. The company recently opened a hotel 10 minutes away from the Bahrain International Circuit.

With this partnership, Jumeirah will have the possibility to offer its guests, special moments within the race’s backstage.

Hilton becomes official partner of the DP World Tour and 2023 Ryder Cup

A three-year agreement that will bring to Hilton visibility and customers. As the company is also official hotel of the 2023 tournament.

The two partners already knew each other’s as Hilton has been partner of the European Tour group since 2015.

The Thai Anantara officially welcomed the Rip Curl Cup Padang Padang 2022 Surfing Competition. Anantara Uluwatu Bali was the official resort to welcome the surfers and their teams during August 2022. It also benefited from its very advantageous localization that allows spectators to watch the competition from the resort’s restaurant.

IHG Hotels & Resorts choses a local competition

The company announced end of 2022 its decision to support the PGA of Australia as major partner.

“As part of IHG’s commitment to supporting sport at all levels, this partnership will see the IHG Hotels & Resorts team work closely with the PGA to provide accommodation requirements for staff, players and fans throughout the season across all of its Australasian brands up until June 2024. ”  Underlines IHG.

At an international level, IHG Hotels & Resorts decided to continue its partnership with the US Open, emphasizing on customer experience. It is the fourth year that IHG is involved, and the company has taken the decision to use IHG One Rewards to create an exclusive suite curated by Andy Roddick.

Accor and Alpine, two French companies working together

This partnership for French Grand Prix between Accor and BWT Alpine F1 Team goes further than communication as the two companies are willing to develop synergies among design services, hospitality programming and travel management.

“Both parties will also explore sustainable technologies to reduce their respective carbon footprints and environmental impact. […] Alpine can now also benefit from Accor’s leadership and expertise in sustainable travel initiatives, as it works closely with the FIA and F1 to reduce its environmental impact when travelling the globe throughout the F1 Calendar.” Adds the press release.

Sailing attracts sponsorship with the biggest displays areas: sails

Centara Hotels & Resorts supported Sophia Montgomery, who represented Thailand, at the Under 21 World Championships in Portugal.

“The sponsorship is part of Centara’s commitment to supporting women in sport and young Thai athletes as they aspire to achieve sporting success on the world stage.” Says the press release, a meaningful message to address to customers but also potential employees.

Before that, Centara sponsored the Thailand’s Chonburi Football Club for the 2020-2021 season.

Best Western Hotels & Resorts France was supporting Romain Attanasio during the Route du Rhum. Il will last until the Jacques Vabre Trans-Atlantic Race in 2025. "Sports sponsorship is a strategic way to strengthen the reputation of Best Western® Hotels & Resorts. In addition to being an invitation to travel through sailing and sailing stories, it also allows us to engage our communities and stakeholders while enhancing our image. Romain Attanasio is a wonderful ambassador of our group's values and we are delighted to be working with him on a long-term basis," said Virginie Barboux, Executive Vice President in charge of Communications, Digital and Customer Experience.

Accor also involved beside the sail champion and took the decision to sponsor the French team of the America’s Cup.

Football also a key sport to touch customers all around the world

Auberge Resort Collection announced beginning of 2023 its decision to support La Roma. An Italian team for an Italian hospitality group. Beside live games, TV coverage and the selling of byproducts assures a large visibility for the small Italian company.