Accor, Australia’s largest hotel operator, has extended its partnership with Australasia’s largest and most diverse indoor arena, Qudos Bank Arena, for a further three years.
Originally established in 2019, the partnership has continued to evolve, with Accor increasing its investment by 30% – reaffirming its commitment to major events and creating memorable experiences beyond the hotel stay.
Owned by TEG and operated by Legends Global, the Arena recently celebrated 25 years of live entertainment. As of October 2025, the venue has welcomed over one million attendees across more than 100 events year to date. The year is set to conclude with a stellar line-up of global artists including Doja Cat and Lewis Capaldi.
As part of the renewed agreement, Accor will gain expanded marketing and engagement rights, including enhanced in-venue advertising, eDM campaigns, and broader fan engagement opportunities – reaching more concertgoers than before.
Accor Pacific Chief Operating Officer, Adrian Williams said, “Events and concerts play a vital role in people’s lives as well as energising cities, filling hotels, and supporting local tourism. Our partnership with Qudos Bank Arena is about extending that impact and creating experiences that go beyond the stage, strengthening the connection between great entertainment, hospitality, and travel.”
In celebrating the partnership extension, Michael Cox, Deputy General Manager of Qudos Bank Arena, said the relationship with Accor reflects a shared commitment to excellence.
“We are thrilled to continue our partnership with Accor, a brand that aligns perfectly with our mission to deliver unforgettable experiences,” Cox said. “Together, we’re creating moments that go beyond the event itself – offering fans the comfort, luxury and excitement that Accor and Qudos Bank Arena can provide.”
To mark the renewed partnership, Accor – through its ALL Accor loyalty program – has launched the ‘Instant Suite Upgrade’ competition, giving fans attending events at the Arena the chance to be instantly upgraded to the exclusive Accor Corporate Suite to enjoy the show in style. The activation highlights the benefits of ALL Accor, rewarding members while elevating the live entertainment experience. Entertainment, particularly live sports and concerts, is one of the most popular ways ALL Accor members use their reward points. The program allows members to be rewarded for a wide range of experiences, and through partnerships like Qudos Bank Arena, Accor provides members with exclusive access to premium tickets and suites – creating unforgettable moments. 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 25hours, Hyde, SO/ and Mondrian. Visit ALL.com
ABOUT QUDOS BANK ARENA
Qudos Bank Arena is Australasia’s number 1 venue for live entertainment and largest indoor arena, located in Sydney Olympic Park. As a world-class venue, it hosts concerts, sports events, comedy and family entertainment experiences, attracting over 1 million patrons annually.
ACKNOWLEDGEMENT OF COUNTRY
Qudos Bank Arena acknowledges that we are on Wangal land. This land connects us all to the past and the future. We respect Wangal Country, recognise Elders past, present and emerging as Traditional Custodians of it, and celebrate the ongoing deep cultural connection of the people who continue to carry its language, song, dance, and stories.
ABOUT LEGENDS GLOBAL
Legends Global is the premier partner to the world’s greatest live events, venues, and brands. We deliver a fully integrated solution of premium services, including feasibility and consulting, project development, sales, partnerships, venue management, hospitality, merchandise, and content and booking. Our white-label approach ensures our partners remain front and centre while we harness the power of our global network – including over 450 venues, 20,000 events, and 165 million guests annually – to enhance their business and guest experience. To learn more, visit us at www.LegendsGlobal.com and follow us on LinkedIn and Instagram.
LEGENDS GLOBAL (APAC and MENA)
From its APAC regional headquarters in Brisbane, Australia, Legends Global operates, manages and books a network of venues that includes:
Stadiums – Suncorp Stadium, Brisbane; Kai Tak Sports Park Main Stadium, Hong Kong; and 50% ownership of VenuesLive, the operator of Optus Stadium, Perth ;
Entertainment and Indoor Sports Arenas – Qudos Bank Arena, Sydney; RAC Arena, Perth; Brisbane Entertainment Centre; Newcastle Entertainment Centre, ICC Sydney Theatre; Brisbane Convention & Exhibition Centre Great Hall; Cairns Arena, Bangkok Arena (under construction); Coca-Cola Arena, Dubai; and Kai Tak Sports Park Indoor Arena, Hong Kong;
Live Performance Theatres – Brisbane, Cairns, Darwin, Sydney, Bahrain, Dubai, and Kuala Lumpur;
Convention & Exhibition Centres – Brisbane, Cairns, Darwin, Newcastle, Sydney, Christchurch, Kuala Lumpur, Dubai, Bahrain, and Riyadh.
ABOUT ACCOR
Accor is a world-leading hospitality group offering stays and experiences across more than 110 countries with over 5,700 hotels & resorts, 10,000 food & beverage venues, 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 Accor, the booking platform and loyalty program embodies the Accor promise during and beyond the hotel stay, 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.
ABOUT TEG
TEG is a global leader in live entertainment, ticketing, digital and data which sits at the heart of the live event experience for millions of fans. TEG operates globally and includes TEG Live, TEG Sport, TEG Rugby Live, TEG Experiences, TEG Dainty, TEG Van Egmond, TEG MJR, Laneway Festival, Handsome Tours, TEG Lifelike Touring, TEG TES Live, TEG Europe, TEG Asia, TEG North America, Qudos Bank Arena, Ticketek, Ovation, FAN+, VIP NOW and SXSW Sydney.
