Contract details
Start date:
Status:
2019
Official partner
Leagues and Tournaments:
ALL – Accor Live Limitless and Paris Saint-Germain: Partnership Overview
In 2019, ALL – Accor Live Limitless, the lifestyle loyalty program of global hospitality giant Accor, entered into a partnership with Paris Saint-Germain (PSG). This collaboration marked the beginning of a fruitful alliance, with ALL becoming the club’s official jersey sponsor and key partner in launching Accor’s new loyalty platform. The partnership brought Accor’s diverse range of services to PSG’s passionate fan base, offering unique rewards and exclusive experiences both on and off the pitch.
Our new Lifestyle Loyalty program, #ALL is officially Principal Partner & Jersey Sponsor of @psg_inside . We were ecstatic to discover an unexpected welcome from bold #PSG players with limitless energy. #ALLPSG #Accor #LiveLimitless pic.twitter.com/BstDklWnbG
— Accor Group (@Accor) February 22, 2019
Extending the Partnership: A New Chapter
In July 2022, Accor extended its partnership with PSG for an additional four years. While initially visible on PSG’s main jersey, the ALL branding shifted to the training jersey sleeves, ensuring continued visibility for the brand. The new agreement focused on enhancing the fan experience, leveraging PSG’s global reach and Accor’s extensive hospitality network. It included innovative engagement opportunities, such as exclusive meet-and-greets with players and once-in-a-lifetime experiences for ALL members.
Thanks to @All – Accor Live Limitless, live unforgettable experiences! 🏟️✨
— Paris Saint-Germain (@PSG_English) November 19, 2021
Become a member ➡️ https://t.co/6RvKAbT6wq pic.twitter.com/gL48NSznQP
Driving Global Engagement
With Paris Saint-Germain’s global appeal, the ALL program reached millions of fans worldwide, particularly in Europe, Asia, and beyond. Members of ALL were offered VIP access to PSG matches, exclusive training sessions, and even the opportunity to participate in leisure activities with their favorite players like yoga, karting, or music. These experiences further cemented ALL’s position as a global lifestyle loyalty program.
Extending the Reach: Japan Tour and Future Innovations
A major highlight of the partnership came in 2022, with the Paris Saint-Germain Japan Tour. This event was an opportunity for ALL members to enjoy exclusive experiences with PSG players in Japan. From VIP tickets to meet-and-greet opportunities, the collaboration underscored Accor’s commitment to community engagement. As the official partner for PSG’s global initiatives, ALL helped to connect fans and the brand in innovative ways.
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