Hotels group Marriott International has signed its latest fan experience partnership through a tie-up with the Association of Tennis Professionals for its season-ending ATP Finals at The O2 in London.
The marketing partnership will run through Marriott Bonvoy, the new travel programme which launched in February, replacing Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest.
As part of the agreement with the ATP Finals, Marriott Bonvoy members will be able to use their points to experience exclusive behind-the-scenes access, player meet-and-greets and hospitality in Marriott’s luxury Suite at The O2 during the Finals, through Marriott Bonvoy Moments.
Marriott Bonvoy members currently have access to a portfolio of global brands and properties in 132 countries and territories, as well as member benefits and exclusive Marriott Bonvoy Moments experiences.
The deal with the men’s tennis tour comes after English Premier League football club Manchester United debuted the ‘Seat of Dreams’ at Old Trafford during the recent match against Liverpool, with the UK-first initiative part of an expanded partnership with Marriott Hotels.
Andrew Watson, vice-president of digital, loyalty and portfolio marketing at Marriott International Europe, said: “Working with Nitto ATP Finals in London means that we can offer further benefits and experiences to our Marriott Bonvoy members, and in particular to those who are tennis fans. This relationship enables members to use the points they’ve accumulated during hotel stays at our hotels around the world for more exclusive experiences.”
This year’s ATP Finals, featuring the world’s best eight qualified singles players and doubles teams of the season, will be played at The O2 from November 10-17. The ATP’s crown jewel event is to be held in London through 2020, where it has been staged to wide acclaim since 2009.
In April, the ATP announced that Turin’s Pala Alpitour will replace The O2 as home of the ATP Finals from 2021.