Accor is the official hotel partner of the ASEAN Football Federation

The ASEAN Football Federation (AFF) officially named the Accor Group as the exclusive official hotel of the AFF’s four major national team and club events. 

These events are the ASEAN Mitsubishi Electric Cup 2024, the ASEAN Club Championship Shopee Cup, the ASEAN Women’s Championship and the ASEAN U-23 Championship, collectively branded as ASEAN United FC. 

The deal was sealed by leading global sports marketing agency SPORTFIVE, the AFF’s exclusive commercial partner today, 18th October.

Strengthening ties

Accor’s chief operating officer for its premium, midscale, and economy division in Asia Garth Simmons said: “We are thrilled to partner with the ASEAN Football Federation and SPORTFIVE to further strengthen the presence of Accor and ALL across Asia. This partnership offers us an incredible opportunity to enhance brand visibility, while creating memorable experiences for members, including privileged match access and exclusive on-pitch moments that deepen their loyalty to ALL. By supporting ASEAN football, we are also proud to provide favourable stays for clubs, teams, and officials at our hotels across the region. This partnership reflects our commitment to building long-lasting connections with football fans and the broader sports community in ASEAN.”

AFF president Khiev Sameth responded by saying: “We warmly welcome Accor and ALL members to the ASEAN football family.  With fine accommodation and distinct hospitality services offered in every major destination in Southeast Asia, Accor, the Official Hotel of our four premier competitions will undoubtedly become a home away from home for the AFF, its Member Associations, club teams and fans.  We look forward to working with Accor and our Commercial Partner SPORTFIVE to provide a world of extraordinary and unforgettable ASEAN United FC event experiences for players, officials, fans and members of ALL at the ASEAN United FC events.”

SPORTFIVE’s president and chairman of the board for Asia Seamus O’Brien added: “We are pleased to partner with Accor, a global hospitality leader that shares a pioneering and innovative spirit with the AFF, the ASEAN football community and SPORTFIVE. The ASEAN United FC platform provides Accor extensive geographic reach in this dynamic economic region – also a burgeoning travel destination, as it pursues expansion in Southeast Asia.  Through the four ASEAN United FC events, Accor will be able to create new ways to engage meaningfully with Southeast Asians, from the region’s vibrant urban centres to its idyllic rural communities, in addition to limitless opportunities to elevate benefits and experiences for members of ALL.”

Revealing exceptional experiences

Through the partnership, Accor will open the doors of its world-renowned hotels and hospitality services, and unlock exceptional experiences for the AFF, its Member Associations, clubs and fans at each of the four ASEAN United FC events.  

In addition, members of ALL, Accor’s lifestyle loyalty programme, will enjoy exclusive experiences at the four above mentioned events, including privileged access to matches, corporate hospitality and private stadium tours among other unique perks.

This partnership with ASEAN United FC, supports Accor’s strategy to extend its reach in Southeast Asia by heightening visibility of its hotel brands and fostering strong, long-term connections with the region’s football community.