Cristiano Ronaldo is expected in Paris in 2021. It's not PSG making the announcement, but the Portuguese squad. Pestanaa partner of the footballer for the development of the CR7 hotel brand. Playing on the fame of the acronym "CR7", symbolising the footballer, this upmarket lifestyle brand will set up on the left bank of the Seine, close to the Gare d'Austerlitz and the Gare de Lyon. The fruit of a 60 million investmentThis 210 rooms will join the two other Pestana CR7s already open in Lisbon and Funchal, on the island of Madeira, the birthplace of both Cristiano Ronaldo and the founder of the hotel group Dionisio Pestana. Just like Paris, MadridNew York and Marrakech will also see new hotels spring up to capitalise on the Portuguese player's worldwide reputation.
Hotels and football: a winning recipe? In any case, this association is the subject of different tactics. At Havrethe town's club has chosen to embellish its new Oceane stadium a 20-room hotel, from 35 m² to 50 m², with view of the lawn. Named 1872 Stadium Hotel - 1872, the date on which France's oldest club was founded - this four-star establishment will offer match + hotel packages, as well as seminarsThe stadium has several dedicated rooms.
In the same vein, the Lavorel opened a hotel at the foot of the Groupama StadiumOlympique Lyonnais' stadium in Décines. Known as the Kopster - in reference to the supporters' 'kop' - this three-star contemporary design hotel offers 140 rooms, a restaurant with a terrace and a direct view of the Groupama Stadium, as well as six meeting rooms flexible. Because the hotel also lends itself to corporate eventsAll this is in addition to the many facilities on offer within the stadium, from VIP lounges during matches to tours and escape games on other days.
There's nothing totally new about this trend. Already, in the early 2000s, the rugby stadium at Twickenhamin London, had welcomed to the heart of its stands a Marriott with 156 rooms and 1,368 m² of event space. However, as clubs seek to increase their revenues, the hotel sector could play an increasingly important role in their property strategy in the future. The forthcoming renovation of Real Madrid's legendary Santiago Bernabeu stadium includes a luxury hotel.
Loyal supportersBy becoming an official partner of the Bayern Munich at the beginning of the year, Courtyard by Marriott now has a suite within theAllianz Arenathe German club's stadium. This VIP boxThis hotel-like room allows you to watch the matches while enjoying cocktails and top-of-the-range menus. The advantage of this partnership is to offer the hundred million or so members of the Marriott Rewards programme - or at least those who are fans of the Bavarian team - unique experiences in exchange for their points, such as VIP hospitality at matches or trips with the team.
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