Published on October 18th, 2024
Location: Global
The ASEAN Football Federation (AFF) Welcomes Accor To ASEAN United FC
Singapore, 17th October 2024 - The ASEAN Football Federation (AFF) has announced Accor, a global leader in hospitality, as the exclusive Official Hotel of the AFF’s four major national team and club events - 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.
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 ASEAN Mitsubishi Electric Cup™ 2024, the ASEAN Club Championship Shopee Cup™, the ASEAN Women’s Championship™ and the ASEAN U-23 Championship™ including privileged access to matches, corporate hospitality and private stadium tours among other unique perks.
Accor’s 5,700 properties worldwide range from luxury brands Raffles, Fairmont, and Sofitel to the midscale Mercure, Novotel, and TRIBE, and economy brand ibis. The group has a presence in 110 countries worldwide, including throughout Asia where it continues to expand its portfolio of more than 490 hotels across the region. The award-winning loyalty programme ALL embodies the Accor promise during and beyond the hotel stay. It gives members access to a wide range of rewards, services and experiences. The 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.
“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."
Seamus O’Brien, President and Chairman of the Board, Asia, SPORTFIVE
Garth Simmons, Chief Operating Officer of Accor’s Premium, Midscale, and Economy Division in Asia 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.”
Major General Khiev Sameth, President, AFF, said: “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.”
Seamus O’Brien, President and Chairman of the Board, Asia, SPORTFIVE said: “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.”
Learn more about ASEAN United FC at https://aseanutdfc.com/ and @aseanutdfc on Instagram, Facebook, TikTok, YouTube and X.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
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About ASEAN Football Federation (AFF)
Headquartered in Kuala Lumpur, Malaysia, AFF is the sub-regional governing body of football in the ASEAN region, and part of the Asian Football Confederation (AFC) and FIFA. Founded in 1984, AFF has 12 Member Associations – Australia, Brunei DS. Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore Thailand, Timor-Leste and Vietnam. The organization administers football in Southeast Asia and manages its regional competitions which include the ASEAN Mitsubishi Electric Cup™, ASEAN Shopee Cup™, ASEAN U-23 Championship and ASEAN Women’s Championship among others.
aseanfootball.org / aseanutdfc.com / #aseanutdfc
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About Accor
Accor is a world-leading hospitality group offering experiences across more than 110 countries with 5,700 properties, 10,000 food & beverage venues, wellness facilities and flexible workspaces. The Group has one of the industry’s most diverse hospitality ecosystems, encompassing more than 45 hotel brands from luxury to economy, as well as Lifestyle with Ennismore. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Founded in 1967, Accor SA is headquartered in France and publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.
Press contacts
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Shyamala Velappan
SVP, Corporate Communications & Planning, APAC
Shyamala.velappan@sportfive.com +65 8855 1264
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