Accor, AFL kick off playful new campaign encouraging Aussies to ‘Stay Where the Players Stay’

Australia – Accor, the official accommodation partner of the Australian Football League (AFL), has launched a new campaign, done alongside Chisel and Zenith Media, with the league under the banner ‘Stay Where the Players Stay’. The initiative positions Accor hotels as the preferred choice for both players and fans, drawing on footy culture and humour to connect with audiences.

The campaign was filmed at the Novotel Sydney Brighton Beach, which recently underwent a multimillion-dollar transformation. It features a mix of AFL and AFLW players, former players, commentators, and content creators, including:

• Josh Weddle and Jarman Impey (Hawthorn Football Club)
• Dayne Zorko (Brisbane Lions
• Tayla Harris (Melbourne Football Club, AFLW)
• Brian Taylor “BT” (AFL legend and commentator)
• Nathan Buckley (AFL legend and commentator)
• Archie and Miles Shepherd of Shepmates (content creators)

Adrian Williams, chief operating officer at Accor Pacific,  said, “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.”

The campaign will run until early October across TV, digital, social media, out-of-home, and on-site hotel activations. Elements include national TV spots, advertising across AFL digital platforms, social and email marketing, influencer activity, and in-hotel promotions.

The AFL Fan Travel website has also gone live, featuring 27 Accor hotels nationwide, with more expected to be added as demand grows. The website offers dynamic packaging options supported by an AFL-led marketing push.

This is the first major campaign under Accor’s Stay Where the Players Stay platform. The NRL has also joined the initiative, with scope to expand into other sporting codes.

Through its lifestyle loyalty program, ALL Accor, members will have access to exclusive AFL-related benefits, such as premium tickets and experiences. Fans can book their stays through ALL.com, the official accommodation partner of the AFL.