Hotel and hospitality group Accor has signed a seven-year naming rights deal for Stadium Australia – the iconic venue in Sydney’s Olympic Park.
Now named the Accor Stadium, it was the centrepiece of the Sydney 2000 Olympic and Paralympic Games and has a capacity of 100,000 spectators for concerts and more than 80,000 for seated sporting events. The stadium has previously hosted major sporting events such as rugby league’s State of Origin, National Rugby League Grand Finals, Fifa World Cup qualifiers, rugby union’s Bledisloe Cup, and British & Irish Lions rugby Test matches.
Natalie Ward, minister for sport of the New South Wales (NSW) Government, said: “NSW is open for business and we are thrilled our local fans, along with interstate and international visitors, will be able to experience fantastic sporting and entertainment venues like Accor Stadium. Accor Stadium will have an important role to play in NSW in 2022 and beyond and I can’t wait to see the seats filled again by those enjoying the experience of a large-scale live event.”
Accor Stadium will soon feature one of the world’s largest LED video screens at 1,200sq metres. This screen is just one of many new enhancements that will improve the spectator and fan experience, and will be a unique signature of the stadium.
Simon McGrath, CEO of Accor Pacific, said that it was a natural partnership for the major hotel operator, which includes the following brands in its portfolio: SO/, Sofitel, MGallery, Art Series, Pullman, Swissôtel, Mövenpick, Grand Mercure, Peppers, The Sebel, Mantra, Novotel, Mercure, Tribe, BreakFree, ibis, ibis Styles, and ibis Budget.
“Accor is dedicated to creating incredible customer experiences, and Accor Stadium firmly aligns with this vision,” McGrath said. “We are immensely proud of this partnership, which is an investment in limitless experiences that bring people together, from world-class concerts, to sporting and family events. This commitment also expresses our support for tourism, hospitality, events and travel, which play a vital role in our culture.”
McGrath said Accor Stadium would complement ALL-Accor Live Limitless, Accor’s loyalty program, and bring many benefits to members. “Importantly, Accor Stadium will give us the opportunity to showcase our impressive portfolio of hotel, apartment and resort brands and the very best of our loyalty program,” he added. “ALL-Accor Live Limitless promises to give loyalty members world-class experiences beyond our hotels. We will offer members exclusive money-can’t-buy-experiences across Accor Stadium’s events program. Together, with our four hotels in Sydney Olympic Park with the Pullman, Novotel and ibis brands, and with the launch of Accor Stadium, the precinct will enable people to enjoy the best in hospitality and live entertainment.”
Stadium Australia CEO Daryl Kerry said the venue had already welcomed more than 30 million fans since it opened in the lead-up to the 2000 Olympic and Paralympic Games and it was now set for an exciting new era as Accor Stadium.
“We are delighted to partner with Accor as we welcome people back to watch world-class sport and entertainment events,” Kerry said. “Accor Stadium will also play an important role in our community hosting a range of business, community and cultural events in the various function rooms and spaces inside the stadium.”
Accor is also the main sponsor of French football club Paris Saint-Germain and has the naming rights for Accor Arena, a major concert and music venue in Paris.