To celebrate their long-standing partnership, Accor – the AFL’s Official Accommodation Partner – has teamed up with the league to launch a bold new campaign, Stay Where the Players Stay, playfully positioning its hotels as the preferred choice for players and fans alike.

The multi-faceted campaign authentically taps into humour and Australian’s love for the game. Filmed at the newly transformed Novotel Sydney Brighton Beach – following a multimillion-dollar transformation – the campaign features a mix of current AFL and AFLW talent, beloved footy legends and content creators, representing the diverse spirit of the AFL community.

Starring in the campaign:

• Josh Weddle & Jarman Impey – Hawthorn Football Club
• Dayne Zorko – Brisbane Lions
• Tayla Harris – Melbourne Football Club (AFLW)
• Brian Taylor “BT” – AFL Legend / Current Commentator
• Nathan Buckley – AFL Legend / Current Commentator
• Archie and Miles Shepherd of Shepmates – Content Creators

As lovers of footy and fans of the game, this campaign taps into a simple insight: footy fans want to feel part of the action – including where they stay. We’re proud to offer the same trusted hospitality enjoyed by players to supporters across the country, and to continue our support of the game and its community as the official accommodation partner of the AFL and AFLW. Accor Pacific Chief Operating Officer, Adrian Williams

The campaign will span digital, TV, social and on-site hotel activations — blurring the line between traditional TVC and fan content. Running from now until early October, it will come to life throughout the footy season with the following campaign elements:

• National TV spots with hero 30-second TVC and several 15 second cut downs
• Partner advertising across AFL channels, including homepage takeover, eDMs and digital displays
• Owned channels, including social media, email marketing and website display
• Offline media including Australia wide out of home assets
• The campaign will feature in hotels for in-venue activations including digital screens, decals and promotional items
• Tactical influencer activity launching across the period of the campaign
• Additionally, the AFL Fan Travel website is now live, featuring 27 Accor hotels nationwide – a number expected to grow as demand builds – with dynamic packaging and a major AFL-led marketing push set to drive strong bookings.

This campaign marks the first major marketing partnership to roll out under Accor’s new ‘Stay Where the Players Stay’ platform, with the NRL also on board and potential to extend the initiative to other major sporting codes.

To further elevate the fan experience, Accor’s lifestyle loyalty program, ALL Accor gives members access to a range of exclusive AFL opportunities. From premium match tickets to unforgettable experiences, members can use their Reward points to get closer to the game they love. Fans can book their stay at ALL.com – the official accommodation partner of the AFL. Signing up to ALL Accor is free and unlocks a world of benefits – sign up today.

From luxury to economy, Accor operates more than 20 international brands across Australia, New Zealand, Fiji and French Polynesia, including Sofitel, MGallery, Art Series, Pullman, Swissôtel, Mövenpick, Grand Mercure, Peppers, The Sebel, Mantra, Handwritten Collection, Novotel, TRIBE, Mercure, BreakFree, ibis, ibis Styles and ibis budget, as well as Ennismore’s Hyde, SO/ and Mondrian. Visit ALL.com.

About Accor, a world-leading hospitality group

Accor is a world-leading hospitality group offering stays and experiences across more than 110 countries with over 5,600 hotels and resorts, 10,000 bars & restaurants, wellness facilities and flexible workspaces. The Group has one of the industry’s most diverse hospitality ecosystems, encompassing around 45 hotel brands from luxury to economy, as well as Lifestyle with Ennismore. ALL, the booking platform and loyalty program embodies the Accor promise during and beyond the hotel stay and gives its members access to unique experiences. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Accor’s mission is reflected in the Group’s purpose: Pioneering the art of responsible hospitality, connecting cultures, with heartfelt care. Founded in 1967, Accor SA is headquartered in France. Included in the CAC 40 index, the Group is 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.

Naomi Hammond
Communications Manager – Pacific
+61(0) 434 738 380
Accor