Accor Joins AFF's ASEAN United FC

The ASEAN Football Federation (AFF) has appointed Accor as the official hotel for four key 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, also known as ASEAN United FC. The agreement was signed by the AFF's official commercial partner, SPORTFIVE.

Accor will open the doors to its hotels and hospitality services at each of the four ASEAN United FC events, providing outstanding experiences for the AFF, its Member Associations, clubs, and supporters. Members of Accor's lifestyle loyalty program, ALL, will have exclusive access to matches, corporate hospitality, and private stadium tours for the ASEAN Mitsubishi Electric Cup 2024, ASEAN Club Championship Shopee Cup, ASEAN Women's Championship, and ASEAN U-23 Championship, among other benefits.

Accor has 5,700 properties globally, ranging from luxury brands Raffles, Fairmont, and Sofitel to midscale brands Mercure, Novotel, and TRIBE, as well as the economical brand ibis. The business operates in 110 countries worldwide, including Asia, and constantly expands its portfolio of over 490 hotels. The award-winning loyalty programme ALL exemplifies the Accor guarantee during and after the hotel stay. It grants members access to various benefits, services, and experiences. The partnership with ASEAN United FC supports Accor’s strategy to extend its reach in Southeast Asia by heightening the visibility of its hotel brands and fostering strong, long-term connections with the region’s football community.

STATEMENTS

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 of 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 with extensive geographic reach in this dynamic economic region, which is 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.”