Tennis : « Our partnership with Roland-Garros fuels our experiential strategy » (S. Wareman, Accor)

« Initially, our partnership with Roland-Garros was predominantly used as a vehicle for corporate hospitality. Increasingly, we decided to use this agreement as more of a global marketing opportunity. We introduced the ability for our customers to use points on our loyalty program, ALL Accor, on experiences. The experience economy is significant : people are now defining themselves by what they do, and no longer by what they own. Our partnership with Roland-Garros fuels this experiential strategy, » said Stuart Wareman, global SVP experience, events and sponsorship of Accor, to News Tank, on 17/06/2025.

The French hotel group has been an official supplier of the French Open since 2015, and activated its partnership during the 2025 edition (from 25/05 to 08/06) by hosting viewing parties in four of its hotels (in Paris, Sao Paulo, Tokyo and Dubai). In France, in addition to Roland-Garros, Accor is a sponsor of Paris Saint-Germain (Ligue 1 McDonald’s) and was one of the premium partners of the Paris 2024 Olympic and Paralympic Games.

« In terms of temporality, the tournament only lasts…