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sports marketingChina / Indonesia / Brazil / France / Thailand / Cote d'Ivoire / Spain

Novotel and Paris Saint-Germain Launch 'The Long Game' Global Wellbeing Programme

Novotel and Paris Saint-Germain unveiled 'The Long Game', a global programme translating Novotel's 'Longevity Everyday' vision into immersive hotel experiences, a worldwide digital content platform and a new campaign. The programme spans seven Novotel hotels across five continents, built around four wellbeing pillars—Eat, Sleep, Move and Meet—co-created with five Paris Saint-Germain Legends. Each hotel features themed spaces and QR codes unlocking exclusive player videos and tips; a global campaign launches in Q4.

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Impact and considerations

The deep tie-up between a hotel brand and a sports IP converts a wellbeing concept into bookable stay experiences, reflecting how midscale hotels differentiate through content and experiences to attract business and leisure guests—relevant to readers tracking hotel brand marketing and loyalty strategies.

Key points

  • Novotel and Paris Saint-Germain launched 'The Long Game', translating the 'Longevity Everyday' vision into hotel experiences, digital content and a global campaign.
  • The programme spans seven Novotel hotels across five continents: Paris, Madrid, Abidjan, Xiamen, Jakarta, Bangkok and Rio de Janeiro.
  • Built around four pillars—Eat, Sleep, Move and Meet—co-created with Legends Pedro Pauleta, Gregory van der Wiel, Nenê and Blaise Matuidi.
  • Each hotel features themed spaces and QR codes unlocking exclusive player videos, tips and tutorials; experiences can be booked via ALL.com.
  • A global campaign of five cinematic films, each inspired by a wellbeing pillar, launches worldwide in Q4.

Sources and time

Primary source
Accor
Other sources
0
First source publication
23 Sept 2026, 16:00
Page published
23 Sept 2026, 23:05
Last updated
23 Sept 2026, 16:00
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