AccorHotels ropes in Serena Williams as official ambassador; strikes three-year partnership with Tennis Australia

AccorHotels has announced two important new signings for the tennis world. Firstly, an exclusive new three-year deal with Tennis Australia as the exclusive hotel accommodation partner of the Australian Open, and secondly with the great Serena Williams as Official Ambassador for the Australian Open.

“We are so excited to continue our relationship with Serena and the Australian Open,” quipped Michael Issenberg, Chairman & CEO AccorHotels Asia Pacific. “There are few sportspeople in the world as aspirational as Serena and the Australian Open remains one of the most watched tennis events in the world, so it was a simple decision for us to extend this valuable partnership.”

The multi-million-dollar deal means that AccorHotels, as an Official Partner of the Australian Open, will have access to tickets for VIPs, media and LeClub AccorHotels loyalty members for the event, as well as opportunities to provide behind-the-scenes tours, trophy appearances at the Sofitel Melbourne on Collins, speaking engagements with former players and brand activations at the event. AccorHotels will also invest in a multi-platform advertising campaign to maximise opportunities both in the lead-up to and during the event.

“Serena’s grit, determination and outstanding performance make her the perfect Ambassador for AccorHotels and she has proven herself to be even more inspirational since becoming a mother after fighting hard to return to the tennis court just six months after the birth of her daughter,” said Issenberg.

He also added, “As the largest hotel operator in Australia, AccorHotels is always looking for ways to champion tourism to this beautiful country and the Australian Open is truly one of the most outstanding sporting events in the world, with over a billion viewers on television and around 750,000 people through the gates so it’s the perfect vehicle to help put Australia under the global spotlight.”

Craig Tiley, CEO of Tennis Australia, said he was delighted to have AccorHotels back as Official Partners for 2019 – 2021.

“Our partnership with AccorHotels has allowed us to enhance the welcome and arrival experience for people coming to the Australian Open and as providers of world-class accommodation, we are proud to have them be part of this world-class event, which last year had a positive impact to the Victorian economy of more than USD 280 million,” he said.