#12 Stuart Wareman, Accor – Paris 2024, FIFA World Cup & PSG: Maximising global sponsorships

Stuart Wareman is Global SVP Experiences, Events & Sponsorship at Accor. Accor is one of the world’s largest hotel groups – made up of a global network of over 50 brands, including Ibis, Sofitel, Novotel, Orient Express and Mercure.

Accor has cultivated brand partnerships with some of the most prestigious names in sport, including the FIFA World Cup, Rugby World Cup, PSG, the America’s Cup, Tour de France, Roland Garros and Kylian Mbappe. This year, Accor took on its biggest challenge yet as a Premium Partner of the 2024 Paris Olympics and Paralympics, which includes managing the athlete and media villages.

Exactly how does Accor measure and maximise its sports sponsorship activity? What exciting new opportunities did the Paris 2024 Olympics present? And how Accor unlocked the power of sport to grow loyalty with its customers?

In episode 12 of The Fan Engagement Podcast, you’ll learn:

• 1:35 Intro to Stuart and his role at Accor
• 3:32 How sports sponsorship has supercharged Accor’s business growth
• 4:50 How Accor’s sponsorship of PSG grew global brand awareness by 2/3rds in 18 months
• 7:07 Utilising access to sporting events as part of Accor’s loyalty programme
• 9:38 Messi, Mbappe, Neymar and VIP tickets: Leveraging PSG’s IP to engage sports fans
• 13:15 The Olympics, FIFA World Cup, Rugby World Cup… why sponsor the world’s biggest events?
• 16:17 The first sponsor to manage athlete and media villages at the Olympics
• 22:28 How Accor measures the value of their Paris 2024 Olympics sponsorship activations