PSG extend Accor ALL partnership until 2030
Paris Saint-Germain are extending their long-running relationship with Accor’s ALL loyalty platform until 2030 as both brands target global fan engagement through hospitality-led experiences.
Paris Saint-Germain are renewing their partnership with Accor’s ALL booking and loyalty platform in a four-year extension that runs until 2030, reinforcing a hospitality and lifestyle-led approach to global fan engagement.The renewal keeps ALL embedded in PSG’s premium partner mix after a relationship that began in 2019, when the brand held principal partner visibility before shifting into a premium hotel partner role.Richard Heaselgrave, Chief Revenue Officer, Paris Saint-Germain, said: “Paris Saint-Germain and ALL Accor each embody, in their respective fields, the international stature of French brands capable of bringing communities together around the world. For more than seven years, our partnership has been built on a shared vision of excellence, innovation, and commitment. We are proud to continue this journey together through 2030.”Accor is positioning the partnership as a loyalty and retention lever, using PSG access to drive experiences that can differentiate ALL in a crowded travel membership market.Mehdi Hemici, Global Chief Loyalty and Partnerships Officer, Accor, said: “Our collaboration with Paris Saint-Germain, one of the world’s most renowned sports brands, is more than ever a key asset. It has played a significant role in strengthening the international positioning of our ALL Accor loyalty program, enriching our members’ experiences through exclusive and memorable moments connected to the Parisian Club.”The renewal is being marketed through a new advertising campaign featuring PSG captain Marquinhos, built around archive footage from past ALL campaigns and key club moments since the partnership began.The film was unveiled at the “Dream Tournament” at Parc des Princes on May 18, 2026, an event that brought ALL members onto the pitch alongside PSG legends including Javier Pastore, Mamadou Sakho, Claude Makélélé and Pedro Miguel Pauleta.ALL says it has more than 100 million members and runs over 7,000 events globally each year, with the PSG partnership designed to sit within that wider experiences strategy across sport, music and culture.PSG and Accor are positioning the next phase as a continued push to convert matchday passion into year-round value, using access, hospitality and lifestyle programming to deepen engagement beyond live football.