Adagio renews its partnership with London Stadium, strengthening its role in London’s major event experiences
Adagio, the European leader in aparthotels, is renewing its partnership with London Stadium, strengthening its position as a preferred accommodation partner for major events in East London. The collaboration offers spectators, event professionals, teams and partners flexible stays close to the venue, helping extend the live event experience beyond the stadium itself.
A strategic presence in a key European capital
With four aparthotels across Greater London, Adagio continues to strengthen its presence in one of Europe’s most dynamic capitals. The renewal of this partnership, ongoing since 2022, reflects the brand’s ambition to connect accommodation with major urban experiences, from sport and culture to business and live entertainment.
This collaboration is part of Adagio’s FIRST 2030 strategic plan, which aims to develop partnerships with cultural, sporting and economic stakeholders in the destinations where the brand operates, while supporting new ways of travelling, working and experiencing the city.
A major venue at the heart of London’s event scene
Originally built for the London 2012 Olympic Games, London Stadium is one of the UK’s leading multi-purpose venues. Located in Queen Elizabeth Olympic Park in East London, it welcomes large audiences throughout the year, from West Ham United matches and UK Athletics events to major concerts and international sporting fixtures. As such, it plays a central role in London’s live entertainment landscape.
A partnership fully integrated into the visitor journey
The partnership responds to new travel habits, where live events are increasingly combined with city breaks, weekend stays or business trips. By connecting London Stadium visitors with nearby accommodation, Adagio helps extend the event experience beyond the venue itself.
From booking to post-event stay, the partnership is designed to make accommodation a natural part of the London Stadium experience. It offers several concrete benefits for visitors and event stakeholders:
→ Direct accommodation booking during ticket purchase, allowing spectators to plan their stay more easily when attending an event.
→ Preferential rates available via the Stadium’s website at Aparthotel Adagio London Stratford, including an exclusive 10% discount.
→ Accommodation solutions for spectators, event professionals, teams and partners, offering comfort, flexibility and proximity to the venue.
→ Increased Adagio visibility throughout the visitor journey, with brand presence across London Stadium’s digital platforms, communication channels and selected on-site touchpoints.
Located less than a 15-minute walk from London Stadium, Aparthotel Adagio London Stratford offers a convenient base for event visitors, combining flexibility, comfort and easy access to the venue.
“At Adagio, we believe hospitality should be connected to the way people truly experience the city. This renewed partnership with London Stadium allows us to be present at a key moment in our guests’ urban journey, whether they come to London for a concert, a sporting event, a business trip or a weekend escape. By offering flexible aparthotel stays close to the venue, we help them extend the experience beyond the event itself, with the comfort and autonomy that define Adagio.”
Virginie Barboux, Chief Marketing Officer at Adagio
“We are pleased to renew our long-term partnership with Adagio, a collaboration that continues to enhance the overall experience for visitors attending events at London Stadium. As one of the UK’s leading multi-purpose venues, we welcome millions of guests each year across sport, entertainment and major events. Having a trusted accommodation partner within walking distance of the Stadium helps make planning and enjoying those experiences even easier for spectators, event professionals, teams and partners. We look forward to building on the success of our partnership and continuing to create memorable experiences both inside and beyond the Stadium.”
Graham Gilmore, CEO of London Stadium
About Adagio
Adagio is the European leader in aparthotels. Created in France in 2007 as a joint venture between Accor and Pierre & Vacances Centre Parcs, Adagio now has 130 sites and 14 700 apartments, spread across 16 countries. It is the largest network of aparthotels in Europe. Combining the flexibility of an apartment with the services of a hotel, Adagio aparthotels are the best solution for medium and long stays, offering the greatest comfort and the best value for money to business and leisure travellers, and to those who like to be both at the same time. Located in urban areas, Adagio aparthotels are available in 3 ranges: Adagio Original, in the heart of large cities; Adagio Access, in the centre of regional capitals or on the direct outskirts of large cities; and Adagio Premium, luxury aparthotels. Adagio is part of Accor, a world leading hospitality group counting over 5,800 properties throughout more than 110 countries, and a participating brand in ALL Accor, a booking platform and loyalty program providing access to a wide variety of rewards, services and experiences.
