Tensions Around Roland-Garros’s Move Upmarket

The most visible symbol of this evolution was the “Gaël & Friends” evening, held on May 21 on the Philippe-Chatrier Court to celebrate French player Gaël Monfils’ final Roland-Garros. Conceived as a blend of tennis, music, and a charity show, the event illustrates the tournament’s new positioning: transforming its players into cultural figures capable of generating emotion, content, and spectacle. The FFT itself describes it as an evening where Monfils had “carte blanche” to “set the Chatrier ablaze.”

An official partner since 2015 and a premium partner since 2024, the group has strengthened its presence around the tournament with global ALL – Accor Live Limitless activations. Suites inspired by clay courts, VIP access, meet-and-greets with players, and exclusive experiences are offered at several of the group’s hotels.

The case of the Raffles Paris is particularly telling. During the tournament, the luxury hotel becomes an extension of Roland-Garros: a Lacoste takeover of the Bar Long, an exclusive pastry collection by Yazid Ichemrahen, and experiences tailored for the tournament’s international guests.

As the group’s annual general meeting approaches, several shareholders have recently voiced their frustrations regarding the governance of Sébastien Bazin, CEO since 2013. The criticism centers notably on the stock’s performance and the Accor group’s transformation strategy, which some view as too scattered across traditional hospitality, lifestyle, and ultra-luxury segments.

This backlash remains limited, especially since the 2025 operating results remain solid, with €5.639 billion in revenue, representing a 4.5% increase at constant exchange rates. But it reveals internal tensions.

The Paris tournament, meanwhile, continues to attract an increasing number of sponsors, particularly in the European private finance sector. The tournament has become a prime networking venue for private banks, asset managers, and family offices—particularly those structured through Luxembourg.

Here, the value of sponsorship lies not in mass visibility but in exclusive access: private boxes and highly targeted meetings with an international clientele of very high purchasing power.

The tournament’s move upmarket is creating some tension among players this year. Several of them, including Novak Djokovic, Aryna Sabalenka, and Coco Gauff, have supported protests in recent weeks regarding revenue sharing. Some have voluntarily scaled back their media commitments to denounce a redistribution they deem insufficient given the revenue generated by the sporting event.