Paris’ 20,000-capacity arena is to be renamed AccorHotels Arena in the first naming rights agreement for a venue in France. 

Previously known as Paris Bercy, the venue is owned by the city of Paris and operated by a management company in which AEG and the city are partners. It will open its doors later this month following an 18-month, €140 million refurbishment resulting in an increased capacity and upgraded facilities. 

“AccorHotels have seen how beneficial the naming rights model can be for ...