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AccorHotels’ partnership with Serena Williams paying dividends


AccorHotels says it is significantly benefiting from its sponsorship of tennis ace Serena Williams during the Australian Open.

This year is the second time Williams is AccorHotels’ Official Ambassador for the Australian Open for the second year in a row and as part of a multi-million dollar sponsorship – that includes billboard signage, digital and print advertisements across Australia – AccorHotels is complementing the relationship with a first of its kind deal with Fox Sports that will take viewers behind-the-scenes to see how Serena prepares for the tournament.

“I am so proud to be the official Ambassador for AccorHotels in Australia for a second year,” said Williams, who will face off in the women’s singles final against her sister Venus this weekend.

“No matter where I stay, I always ‘Feel Welcome’ with AccorHotels.”

As one of the most recognised faces in the world, Williams has been World Number One six times and holds 38 major titles – more than any other tennis player, male or female.

She is currently chasing her 23rd Grand Slam singles title which would put her one Grand Slam title away from Margaret Court with the most singles titles ever held.

Serena was the highest-paid female athlete of 2016, has graced the cover of Vogue and was Sports Illustrated’s Sportsperson of the Year in 2015, so it is fair to say she is much more than a great tennis player – she is a real icon and a symbol of empowerment around the world.

“Serena embodies style, success, drive and athleticism and we are honoured to have her as our Ambassador,” said Michael Issenberg, Chairman and CEO AccorHotels Asia Pacific.

“AccorHotels has sponsorships across a range of sports, but there is no one quite like Serena who not only excels on the tennis court, but in the fields of film, television, fashion and philanthropy. She is a true inspiration and we are thrilled to have our brands associated with her.”

AccorHotels is also Official Partner of the Australian Open, providing concierge and information services for fans and players, and accommodation packages for fans attending the tennis.

“We are already reaping the benefits of our sponsorship of Tennis Australia and Serena Williams thanks to a fully integrated marketing campaign,” says Issenberg.

“Our hotels in Melbourne have never been busier and there is a buzz amongst staff and guests really getting into the spirit of the game.”

The Australian Open is the largest annual sporting event in the southern hemisphere and provides a huge boost to tourism in Australia, with last year’s event adding AUD$278.1 million to the Victorian economy.

AccorHotels previously offered members of its Le Club AccorHotels loyalty program an exclusive opportunity to meet Serena Williams at the So Sofitel Singapore and Sofitel Melbourne on Collins where she posed for photos with fans.

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