Boca Juniors, c’est bien plus que du foot. 

Boca Juniors, l’un des clubs de football les plus populaires d’Amérique Latine, a sa propre course hors-stade. Enfin pas à tout fait hors-stade car le tracé de cette 2ème édition de  « Boca 12 KM » permettra aux coureurs de fouler la pelouse du mythique stade de la Bombonera .

Forte de ses 15 000 inscrits pour sa première édition l’année dernière, la course, qui emprunte un tracé parmi les endroits mythiques du quartier de La Boca à Buenos Aires, se termine pour le plus grand bonheur des fans par un tour de terrain de la mythique Bombonera.


Gageons que pour ces milliers de coureurs, pouvoir fouler ce sol sacré est une motivation supplémentaire. Gatorade, marque du groupe PepsiCo, sponsor du club xeneize (le surnom de la communauté Boca Juniors) assurera cette année encore les ravitaillements et s’exposera sur les produits du kit remis aux coureurs lors de l’inscription. Les 1000 premiers inscrits auront la possibilité de personnaliser les T-Shirts officiels de la course, calqués sur le modèle des maillots des équipes du club avec nom, prénom ou numéro.


Il faut savoir qu’en Argentine l’aspect multidisciplinaire des clubs sportifs facilite ce genre de d’opérations. Outre son club de football, Boca Juniors dispose d’une équipe professionnelle de basket et de volley mais propose également à ses socios de pratiquer une dizaine de sport dont l’athlétisme.

En s’associant avec ces clubs multisports, le partenaire peut fédérer une communauté plus large hors football même si ce dernier demeure au centre de ce dispositif. Pour Gatorade, c’est l’occasion de consolider un peu plus son leadership sur le marché argentin (la marque est sponsor de nombreuses compétitions, athlètes et clubs locaux) et d’apporter une preuve concrète de son engagement auprès des fans de Boca Juniors, les plus nombreux du pays.

Quoi de mieux alors que de rendre hommage au plus grand groupe de supporters local « La 12 » (le 12ème homme) en baptisant l’épreuve « Boca 12 KM »  ?

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