Tout savoir sur la finale du TOP 14 au Camp Nou

Le 24 juin prochain, la finale du TOP 14 aura lieu à Barcelone dans le célèbre stade Camp Nou. Mais pourquoi cette délocalisation ? On vous explique :

Le mois de juin sera chargé pour les stades en France du fait de l’accueil de l’UEFA Euro 2016 qui se déroulera du 10 juin au 10 juillet. Aucun stade pouvant accueillir une forte affluence n’est disponible pour la finale du TOP 14. La LNR a donc décidé de se tourner vers l’Espagne et le Camp Nou, enceinte qui n’a jamais accueilli de match de rugby. Le Camp Nou est le plus grand stade d’Europe avec 98 000 places vendues entre 10 et 135 euros pour la finale. A date, plus de 48 000 places ont trouvé preneur. Une fan-zone sera également installée aux abords du Camp Nou pour permettre à tous de profiter du spectacle et de l’ambiance.

camp_nou_stadium

En cette année de Coupe du Monde de Rugby, le championnat français a du faire une pause d’environ 1 mois pour que les internationaux soient disponibles notamment lors des matchs de qualification. La finale est donc programmée plus tard que d’habitude, le vendredi 24 juin. Le choix du vendredi soir s’explique par le programme de l’UEFA Euro 2016 afin de ne pas organiser la finale le même jour qu’un match important (les 8èmes de finales auront lieu le week-end du 25 et 26 juin). Ce choix est important en termes d’audience, de retombées et d’intérêt du public.

Du côté BtoB, un programme d’hospitalités est mis en place et plusieurs agences sont chargées de vendre les différents packages : Catalan Concept, Couleur, Lagardère Sports, MyComm et Team One.

La communication autour de la finale du TOP 14 se fera notamment sur les réseaux sociaux. Sur les différentes plateformes de la LNR, avec le hashtag #TOP14Barcelone2016, toutes les semaines, des personnalités mettront en avant leur soutien pour cet événement.

Une grande tournée « TOP 14 Rugby Tour » débutera le 30 avril. Un village éphémère dédié au rugby sera installé au cœur de 5 villes en France et proposera des animations au public.

Un plan média accompagne ce dispositif. De nombreux canaux seront utilisés : CANAL+, France 2 et Eurosport diffuseront un spot « Finale TOP 14 Barcelone 2016 » ainsi qu’RMC et Sud Radio. Du côté de la presse, l’Equipe, Midi Olympique et Sud Ouest feront la promotion de la finale et feront gagner des places aux lecteurs/auditeurs. Du côté de l’affichage JC Decaux, la LNR a choisi des villes emblématiques du rugby et proches de l’Espagne comme Pau, Perpignan, Toulouse et Montpellier.

Pour renforcer cette communication, Eric Abidal, ancien défenseur du FC Barcelone et de l’équipe de France, a été choisi pour être le parrain de ce match, la LNR soutiendra également sa Fondation dédiée aux enfants atteints du cancer.

Après la remise du Bouclier de Brennus au vainqueur, une grande cérémonie de clôture rythmée par Bob Sinclar, sera proposée aux spectateurs du Camp Nou.

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