Sponsorship/Paris Saint-Germain: "We're staying, not necessarily in the same way" (S. Bazin, Accor)

"We are delighted with the partnership (with Paris Saint-Germain). We're going to stay, not necessarily in the same way," said Sébastien Bazin, chairman and CEO of Accor, upon the presentation of the French hotel group's 2021 annual financial results, on 24/02/2022.

The former president of the Parisian club (from February 2009 to June 2011) indicates that he wants to continue the sponsorship agreement that has linked Accor and Paris Saint-Germain since 2019-20, in a different way. Accor Live Limitless (ALL), the hotel group's lifestyle loyalty programme, is the main shirt sponsor of the Ligue 1 Uber Eats club over a three-season cycle (2019-2022), for an estimated annual amount of between €46-56m.

According to French media, following these remarks, Sébastien Bazin made it clear that his words do not necessarily mean the end of the ALL logo on the French capital club's shirts. However, Accor could renew its partnership by moving it down the Parisian club's sponsorship hierarchy. The ALL logo could thus be displayed on another shirt sponsorship area (sleeve, back, training kit) and…