Accor Renews PSG Soccer Deal; Loyalty Chief on the 3 Tests Every Partner Must Pass

Accor on Monday extended its partnership with French soccer team Paris Saint-Germain (PSG) through 2030, a four-year renewal that takes the relationship past a decade and keeps the reigning UEFA Champions League winners inside the ALL Accor loyalty program.

But PSG is one piece of a wider program — more than 100 partners spanning sport, travel, mobility, retail, and payments. Scale alone isn’t the point.

Each partner layer does a different job. Sport drives brand affinity. Airlines underpin the travel ecosystem. Mobility, retail, and payments keep Accor present in members’ lives between stays.

The PSG deal has been through two phases. From 2019 to 2022, Accor was the club’s main jersey sponsor — a media-driven play that peaked in 2021, when Hemici said Lionel Messi’s arrival alone generated over €180 million (about $210 million) in incremental media value for Accor.

After 2022, ALL Accor moved off the jersey and shifted the part