Accor had sponsored Roland-Garros since 2015, using it mainly for corporate hospitality. But with the rise of ALL Accor – the Group’s loyalty and booking platform – the opportunity emerged to transform the partnership into a global marketing engine, connecting two French icons of sport and hospitality.
Awareness of ALL Accor (Accor’s loyalty programme and booking platform) was gaining traction, up against major platforms such as Marriott Bonvoy. Sponsorship was driving much of this growth, and we saw an opportunity to make more of our relationship with Roland-Garros to accelerate this.
Whilst 2024 was somewhat dominated by the Olympic and Paralympic Games, the 2025 edition took the sponsorship to a new level:
- Greater presence on site and a unique behind-the-scenes content series
- Complete revamp of Accor’s hospitality processes and on-site experience to attract a higher value guest, reduce wasted tickets and ensure better compliance
- Global media campaign (Advantage ALL) with PR & social stunts
- International market support via the Roland-Garros Junior Series in Brazil and Japan and hotel takeovers in key international markets.
The 2025 edition delivered record awareness for ALL Accor and a 20% YoY rise in hotel revenues. The partnership also built a deeper understanding of ALL Accor as a hotel loyalty and booking platform.
