February 22 – Paris St Germain have signed Accor’s new loyalty programme – ALL – as the club’s principal partner in a deal that will see the leisure group’s brand replace Emirates on the front of the PSG shirt from the start of next season.
No value was given for the deal but Emirates were reportedly paying $25-30 million and the club were looking to more than double that to $80 million to bring the sponsorship position into closer alignment with the value achieved by Europe’s other big clubs.
Emirates have had their logo on the front of PSG’s shirts since 2006.
PSG are the second big club to announce a major deal with a leisure group’s rewards programme this week. Manchester United have just signed a sponsorship with the rebranded Marriott Bonvoy customer loyalty programme that will include the club offering a number of unique experiences for fans.
ALL (Accor Live Limitless), is Accor’s new lifestyle loyalty platform and, according to a club press release will see “Accor’s 265 million guests join the 395 million fans who follow the club and its players on social media worldwide.”
Both PSG and ALL will make special offers to each others consumer bases. ALL will integrate rewards, services, and experiences across its business, including 4,800 hotels worldwide. Accor group hotels include Raffles, Fairmont, Sofitel, Pullman, Novotel, Mercure and Ibis.
Nasser Al-Khelaifi, Chairman and CEO of Paris Saint-Germain, and Sébastien Bazin, Chairman and CEO of Accor Group are to unveil more details of the partnership in Paris today.
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