Sponsoring: sport and entertainment
As part of its Brands’ marketing strategies, Accor develops sponsorship commitments in the worlds of Sports and Entertainment.
Sponsorship platforms are implemented in countries with operational, sales and marketing teams to enhance awareness and image of the brands, to generate new business and public relations opportunities.
Sofitel
Aligned with a certain lifestyle, Sofitel, the luxury hotel brand of Accor group, present in 47 countries, shares the values of golf, which are a passion for details, a spirit of conviviality and a quest for perfection.
Sofitel is an Official Partner to Evian Masters, the world's second biggest women's golf tournament, broadcast in 100 countries.
The brand also supports the Omega China Tour, a professional national tour in China, amateur and Pro-Am tournaments in different countries: Morocco, France, Argentina, New Zealand...
From Marrakech to Angkor, China to Mauritius, Biarritz to the Fiji Islands, Sofitel invites amateur golfers to prestigious locations for remarkable events that combine unrivalled scenic beauty with outstanding greens. Golf is an original way to discover extraordinary destinations and live the Sofitel experience differently.
With a network of 393 hotels in 59 countries, Novotel tailors its sponsorship strategy to the host continents, where the Brand is present.
In Asia Pacific, Australia and Middle East, Novotel partners with football as an Official Sponsor of AFC Asia Champions League which all year long brings together 32 professional clubs from 10 countries.
The brand is also the Official Partner of the national Beach Soccer team in Brazil.
At last, Novotel is Official Supplier of Danone Nations Cup, the world's football tournament for children age 10-12, with more than 2.5 million participants in 40 countries.
In selected countries, Novotel has also implemented important commitments to leading sports, embodying the « Home of Sport » signature.
In Australia, the brand is the Official Partner of the national Swimming and Hockey teams, of the National Basketball League and professional rugby teams, as well as athletes, including Ben Kersten (track cycling), Julia Moriarty (tennis) and Lote Tuqiri (rugby).
In New Zealand, Novotel supports professional rugby teams.
For this same sport, since 2009, the brand has become Official Partner of the Scottish national team.
In France, Novotel is the Official Partner of the French Golf Open, an Official Supplier of the French Golf Federation and the Title Sponsor of “Novotel Trophy of Personalities”.
In Latin America, the brand is the Official Supplier of The Dakar, the off-road automobile race which takes place in Argentina and Chile.
Mercure
With 690 hotels in 51 countries, Mercure represents the hospitality know-how that makes every stay unique. Mercure hotels form a family united around common values: the personality of each establishment, the quality of the attention reserved to all clients, its cultural reflection of the city and the region, fine wines “ Grands Vins Mercure ”.
Mercure hotels pursue sponsorship initiatives involving “ Live and Singular ” activities:
- "personality" sports, reflecting the identity, the culture of their region, their country,
- "live entertainment": musicals, music festivals, dramatic productions...
For example, in France, Mercure is an Official Supplier of the National Rugby League, which embodies the values of professionalism, team spirit, hospitality and regional roots. In Brazil, the brand has become the Official Partner of the Brazilian tournaments organized by the World League of Volleyball, sport in which national Men’s and Women’s players excel.
In Entertainment, the Mercure hotels support musical comedies, such as “ Miss Saigon ” in Australia, 5 musicals including “ The Sound of Music ”, “ Beatles in the Sky with Diamonds ” and “ Hairspray ” in Brazil, a Festival Orchestra in Hungary, jazz festivals in Burkina Faso…
Suitehotel
Suitehotel invites guests to experience a new way of hotel living, with a network of 25 hotels in 5 countries.
The brand organizes the « Suite Jump Games », the largest international bed jump contest on internet.
Etap hotel
Etap hotel offers 388 well-located hotels for smart travellers in 16 countries.
The brand is the Official Supplier of the Tour de France cycle race. On this occasion, Etap hotel organizes a network animation on its website, its 290 hotels in France and presents a caravan of 7 advertising vehicles, which can be seen by 15 million spectators along the roads.
In 2009, Etap hotel has become the Official Partner of the French Federation of Cycling, including a presence during the French national championship.
In Switzerland, the brand is the Official Supplier of the Tour de Romandie, which takes place in Romandie, the French-speaking part of the country.
Motel6
With over 1,000 hotels, Motel 6 is a leader in budget hotels in the United States and is also present in Canada.
In 2009, the brand became the Official Partner of college basketball for the West Coast (PAC 10 Conference) and Mid-West (Big 12) divisions.
Brands’ marketing commitments are complementary to Accor Hospitality’s sales solutions catered for the sports and entertainment worlds:
- dedicated contacts at Accor Hospitality Sales Offices, who centralize availability research, rates negotiations and bookings in Accor hotels network worldwide,
- relations developed by each establishment.