The Paris Bercy will now be known as AccorHotels Arena and will reopen on October 17 after an 18-month, €140 million refurbishment that increased its capacity to 20,300 seats (from 17,000) and upgraded the facility.
The naming rights for the French venue managed by AEG and the city of Paris will last 10 years.
“AccorHotels have seen how beneficial the naming rights model can be for brands such as O2 and Barclaycard,” said Paul Samuels, executive vice president of AEG Global Partnerships, in a statement. “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.”
In addition to receiving naming rights, AccorHotels will have the ability to provide a series of benefits to their card holders, including priority ticketing, fast-lane entrance to the venue as well as access to exclusive lounges and suites. AccorHotels will also receive exclusive opportunities, including the ability to deploy a wide array of digital activations thru the venue’s Wi-Fi facilities.
“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, in a statement. “We built this partnership with the objective of making AccorHotels Arena a showcase of French hospitality, welcoming, warm, and innovative.”
AccorHotels Arena now features 30 different seating configurations ranging from 8,000 to 20,300 seats. The redesigned venue also offers more than 4,000 square meters of hospitality space, including 54 lodges (increased from 18) over four levels.