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In a landmark move for the travel and tourism sector, Marriott Hotels & Resorts has been unveiled as the most active hotel brand in sports sponsorship for 2024, according to a comprehensive report by GlobalData, a leading data and analytics company. The report, “Sponsorship Sector Report – Travel & Tourism – Hotels 2024,” highlights the dynamic landscape of hotel partnerships in the sports industry, with Marriott leading the charge.

Dominance in Sports Sponsorship

Marriott Hotels & Resorts has secured 39 major sponsorship deals for 2024, making it the frontrunner in the hotel sector’s sports sponsorship arena. These partnerships span various sports leagues, predominantly in the United States, including a significant deal with the National Football League (NFL). Olivia Snooks, a Sports Analyst at GlobalData, underscores the magnitude of Marriott’s involvement, noting that the brand’s most significant annual sports sponsorship deal is with the NFL for the 2023 season, valued at an estimated $11.5 million.

Competitors in Close Pursuit

Hot on Marriott’s heels is Hilton, which has clinched 37 deals, with its most notable partnership being with golf’s European Tour. This deal positions Hilton as the official hotel for the 2023 Ryder Cup, showcasing the competitive spirit within the hotel industry to secure prime sports sponsorships.

The Olympic Influence

AccorHotels stands out with its monumental partnership with the Paris 2024 Olympic and Paralympic Games, a deal estimated at $105 million. This partnership is the largest in the hotel’s sports sponsorship portfolio for 2024. Snooks highlights the significance of this deal, pointing out that the Olympics’ global exposure and popularity make it a highly coveted sponsorship opportunity. AccorHotels’ history of supporting major sporting events, including the FIFA World Cup 2022 in Qatar and the Rugby World Cup 2023, underscores its strategic approach to sports sponsorship.

The Role of Gambling and Betting

An intriguing aspect of the hotel industry’s sports sponsorship landscape is the involvement of gambling and betting brands. Hotels like MGM Resorts, which own casinos or betting companies, often feature in high-value sports sponsorship deals. These partnerships aim to enhance the guest experience through the excitement of gambling and betting, reflecting a unique strategy within the sector. Snooks concludes that such deals are a testament to the symbiotic relationship between hotels and sports leagues aimed at attracting guests through immersive experiences.

Strategic Insights and Future Outlook

GlobalData’s report reveals that multi-sport events dominate the hotel sector’s sponsorship spend for 2024, with partnerships involving teams accounting for 35% of the total annual expenditure. This trend underscores the strategic importance of aligning with diverse sporting events to maximize brand exposure and engagement.

Marriott’s proactive approach to securing a record number of deals exemplifies its commitment to leveraging sports sponsorship as a critical marketing strategy. As the hotel industry continues to evolve, these partnerships are set to play a crucial role in driving brand loyalty and attracting new customers.

Conclusion

Marriott Hotels & Resorts’ dominance in the sports sponsorship landscape for 2024 sets a new benchmark for the hotel industry. With significant deals and strategic partnerships, Marriott is poised to capture the attention of sports fans and travellers alike. As other hotel brands like Hilton and AccorHotels strive to keep pace, the competitive spirit within the industry promises an exciting future for sports sponsorships.