Accor, a world-renowned hospitality leader, wanted a precise, efficient, and transparent way to make sponsorship decisions—particularly as they prepared to shape a new five-year partnership strategy. They were the ideal partner to demonstrate how technology could address an industry-wide challenge.

As one of the most active players in global hospitality, Accor invests heavily in sponsorship, with Luscid data indicating annual rights spend in the nine-figure range. Their diverse portfolio includes 12 large-scale global properties such as venue and stadium naming rights, Roland Garros, SailGP, Paris Saint-Germain, New Zealand Cricket, and the Olympic Games.

At the start of 2023, Accor faced the need to evaluate several renewals and new opportunities with a level of accuracy and accountability that matched the scale of their investment. Like many large organizations, time, resources, and budget were critical factors in making this possible.

In mid-2022, Luscid conducted an internal research project to better understand the dynamics of traditional, human-led sponsorship consultancy. The findings showed that evaluating just one renewal option typically took around three weeks and cost brands between £25,000–£30,000.

For Accor, applying this model across the scope of evaluations needed would have meant 3–4 months of work, significant internal and external resources, and a people-time cost well into six figures. This is money that could otherwise be reinvested directly into sponsorship rights and activations—maximizing the chances of a stronger return on investment.