Home Sports News Football Accor renews PSG deal in boost to experiential sports marketing strategy The renewal sees ALL Accor continue as PSG’s premium hotel partner, extending a relationship that began in 2019. By Aashay Khandelwal May 20, 2026 WhatsApp Linkedin Facebook X Telegram Accor renews PSG deal in boost to experiential sports marketing strategy The French football champions, Paris Saint-Germain (PSG), and global hospitality group Accor have extended their landmark partnership through 2030, strengthening one of the most commercially significant collaborations between elite sport and the hospitality industry. The renewal sees ALL Accor continue as Paris Saint-Germain’s premium hotel partner, extending a relationship that began in 2019 and has since evolved into a global case study in fan engagement, loyalty marketing, and experiential sponsorship strategy. Richard Heaselgrave, Chief Revenue Officer, Paris Saint-Germain, said, “Paris Saint-Germain and ALL Accor each embody, in their respective fields, the international stature of French brands capable of bringing communities together around the world. For more than seven years, our partnership has been built on a shared vision of excellence, innovation, and commitment. We are proud to continue this journey together through 2030.” Mehdi Hemici, Global Chief Loyalty and Partnerships Officer, Accor, added, “Our collaboration with Paris Saint-Germain, one of the world’s most renowned sports brands, is more than ever a key asset. It has played a significant role in strengthening the international positioning of our ALL Accor loyalty program, enriching our members’ experiences through exclusive and memorable moments connected to the Parisian Club. We approach this new chapter with great enthusiasm, determined to deliver ever more immersive and emotional experiences rooted in the passions that inspire our members.” The partnership initially gained worldwide visibility when ALL Accor became PSG’s front-of-shirt sponsor, helping elevate the hospitality company’s loyalty platform through the club’s rapidly expanding international footprint. Since then, the collaboration has increasingly shifted beyond traditional branding into premium experiences, exclusive access programmes, and lifestyle-driven activations aimed at deepening supporter engagement. The extension further strengthens PSG’s position as one of the most commercially powerful football brands globally, with the club continuing to expand aggressively across sport, entertainment, fashion, technology, and tourism sectors. Recent commercial partners signed by PSG include Beyond Developments , Visit Qatar , 1XBet , Haier , WWE , Qatar Airways , and Bitpanda . The announcement also comes during another dominant season for PSG on the pitch. The Parisian club secured the 2025-26 Ligue 1 title, claiming a record-extending 14th French top-flight championship and an unprecedented fifth consecutive league crown. PSG will now turn their attention toward defending their European title when they face English champions Arsenal in the UEFA Champions League final on May 30. Tags Accor ALL Accor Paris Saint-Germain PSG Sponsorship Related Articles eToro extends Premier League push with Leeds United partnership Tottenham Hotspur strengthen Asian commercial push with VSbet deal JAL strengthens winter sports strategy with Ski Association of Japan partnership SEIKO becomes the new face of Brisbane Heat’s Celebrity First Ball Chelsea FC enter stablecoin era with Circle partnership Punjab Kings deepen talent pipeline with Sher-E-Punjab T20 league alliance Load more Latest Articles Football eToro extends Premier League push with Leeds United partnership Football Tottenham Hotspur strengthen Asian commercial push with VSbet deal Media Rights VETO expands live sports portfolio with 2026 Billie Jean King Cup rights Sponsorship JAL strengthens winter sports strategy with Ski Association of Japan partnership Business News Sportradar builds prediction-market infrastructure with expanded Polymarket deal Load more
Curated by Taleb Kabbara · Source: sportsmintmedia.com