Bercy Arena renamed AccorHotels Arena in Paris as part of 10-year naming rights agreement

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Paris’s iconic sports and events arena, previously known as Paris Bercy, has officially been renamed the AccorHotels Arena following a ribbon-cutting ceremony at the venue on October 14, hosted by Paris Mayor Annie Hidalgo. The 10-year naming rights agreement for the facility was negotiated by AEG Global Partnerships, AEG’s in-house division responsible for worldwide sales and servicing of naming rights and sponsorships.

The venue, owned by the city of Paris and operated by a management company in which AEG and the city are partners, will open its doors on October 17 after an 18-month, €140m (US$160.3m) refurbishment resulting in an increased capacity of 20,000-seats and upgraded facilities, cutting-edge technology, amenities and other features to benefit both performers and guests.

“We are proud to have been selected by the City of Paris and AEG and involve AccorHotels tag for this emblematic place of sport and entertainment,” said Sébastien Bazin, AccorHotels chairman and managing director. “We built this partnership with the objective of making AccorHotels Arena a showcase for French hospitality – welcoming, warm and innovative.”

In addition to receiving naming rights to the arena, AccorHotels will have the ability to provide a wide series of benefits to their card holders, including priority ticketing, fast-lane entrance to the venue, and access to exclusive lounges and suites. AccorHotels will also receive exclusive opportunities including the ability to deploy a wide array of digital activations through the venue’s wi-fi facilities.

Paul Samuels, EVP of AEG Global Partnerships, commented, “AccorHotels has seen how beneficial the naming rights model can be for brands such as O2 and Barclaycard. By acquiring the rights to the upgraded and renovated arena, the brand will connect with music, sport and entertainment fans in a new and exciting way, a first for the French market and a hotel chain. We’re excited for what this partnership can do for the venue and AccorHotels customers.”

AccorHotels Arena now features 30 different seating configurations, providing options for 8,000-20,300 seats and making the venue suitable for a wide range of events. The redesigned venue now offers more than 43,000ft² of exclusive hospitality space, including 54 lodges (increased from 18) over four levels. Expected to host more than 120 concerts, family shows, special events and sporting competitions annually, AccorHotels Arena reopens on October 15 with the Paris Grand Slam 2015 judo tournament.

October 16, 2015

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