The hospitality industry is about bounding and creating emotion. Many fans remember how moved they were watching a game in a stadium or a sports arena. Sport and competition are a powerful way to build lasting memories and hotel groups are building numerous partnerships to enhance their fame and bound with their customers.

The values of sport are also a good way to implement good vibes into a hotel. Competition, fair play, transparency and team spirit are relevant for customers and employees.

The world number 1 has announced a partnership with Jason Kelce, with 18 exclusive programmes, including a weekly appointment with the NFL star to watch the games from the retired player's side.

Hilton and Wyndham are turning their attention to golf, opting for a more elitist and premium sport. A decision that resonates with the rather upmarket positioning of these two groups through their extensive brand portfolios. While the former is the global partner of Solheim Cup 2024, where members are promised ‘unprecedented access - on the course and through exclusive content - and unparalleled experiences’, the latter is sponsoring Sedgefield Country Club for the 84th annual Wyndham Championship.

But the sporting event of the year remains the Paris Olympic and Paralympic Games, of which ALL is a partner. The French group has even gone so far as to support a group of athletes called the ALL Champions Family. To mark the occasion, Accor has unveiled a promotional campaign and is of course offering exclusive experiences to its members, such as tickets or meetings with athletes from various disciplines.

Marriott plays it American and European

Marriott Bonvoy is treating sports fans by teaming up with Manchester United football club to offer one member the chance to win a one-night stay at Old Trafford by entering the ‘Suite of...