Accor has decided to extend its partnership with Paris Saint-Germain (PSG) for an additional four years, but this time in a new role. Previously, the group served as the major partner and official jersey sponsor of the French football giant for three successive years.
Paris Saint-Germain abbreviated as PSG, competes in Ligue 1, France’s top football league.
As per the new deal, Accor Live Limitless (ALL) will now be visible on the sleeve of PSG’s training shirt. Through the partnership, ALL wants to utilize PSG’s assets to improve its brand image.
The partnership was formed in 2019 with the goal of launching ALL-Accor Live Limitless, a daily lifestyle companion that brings together and enhances the brands, services, and relationships within the Accor ecosystem.
The brand has been successful in providing exclusive experiences to its customers and raising its brand awareness globally. The sponsorship helped the brand to establish itself in the global sector.
Mehdi Hemici, Chief Loyalty and Partnerships Officer of PSG said, “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 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.”
Marc Armstrong, Chief Partnerships Officer said, “In three years, we have shared unforgettable emotions both on and off the pitch. Today, we are excited to continue our adventure in order to keep surprising and delighting the PSG x ALL family.”