Paris Saint-Germain Launches Global 'Legendary Rooms' Hospitality Experience with Accor and Novotel.

Roger Hampel

Image: Paris Saint-Germain (PSG)

As part of an ambitious international brand activation strategy, Paris Saint-Germain (PSG) has partnered with Accor and Novotel Hotels to launch Legendary Rooms—a global hospitality initiative that connects football culture with the travel and leisure industry. The campaign, which began on 20 March 2025, saw the launch of eight immersive PSG-themed hotel rooms across key international markets.

Each room pays tribute to a legendary PSG player and offers a tailored, club-branded guest experience designed to foster global fan engagement far beyond the stadium.

From Jakarta to Miami: A Global Footprint

The Legendary Rooms were unveiled in eight cities worldwide, each linked to a former PSG icon:

• Jakarta – Javier Pastore

• Shanghai – Nicolas Anelka

• Riyadh – Pedro Miguel Pauleta

• Abidjan – Bonaventure Kalou

• Valencia – Alain Roche

• London – Claude Makélélé

• Miami – Blaise Matuidi

• São Paulo – Raí

  
  

Each room includes custom design elements, personal memorabilia, and exclusive digital content, turning a standard hotel stay into an immersive brand experience for PSG supporters.

Brand Extension Through Hospitality Paris Saint-Germain Accor Novotel

The initiative reflects PSG’s broader strategy to extend its brand into lifestyle and experiential sectors, leveraging partnerships beyond traditional football sponsors. The project also underlines Accor's strategy of activating high-visibility brand collaborations to differentiate its hotel offerings and engage niche, emotionally connected audiences—like football fans.

According to the club, the goal is to “bring the emotion of football beyond the stadium” and deepen global fan loyalty by offering interactive, real-world brand experiences.

Football x Hospitality as a Growth Model

The Legendary Rooms concept represents an emerging model in the sports industry, where clubs are activating physical spaces across global cities to sustain fan engagement outside of matchdays or domestic markets. The project is also emblematic of PSG’s ongoing efforts to build regional brand equity, particularly in Asia, the Middle East, North America, and Africa—markets increasingly central to the club’s international business plans.

These hospitality activations align with broader sports industry trends in experiential marketing, where fan engagement is moving beyond content and merchandise into travel, lifestyle, and destination-driven experiences.