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Comment l'Allianz Stadium (Twickenham) va générer des bénéfices

Une vue générale du stade avant le match de préparation à la Coupe du Monde de Rugby 2023 entre la Nouvelle-Zélande et l'Afrique du Sud au stade de Twickenham, dans l'ouest de Londres, le 25 août 2023. (Photo by Ian Kington / AFP) (Photo by IAN KINGTON/AFP via Getty Images)

La Fédération anglaise de rugby (RFU) a mis en place des mesures afin d’augmenter les bénéfices générés par l’Allianz Stadium, Twickenham. La RFU a lancé une consultation publique afin d’organiser jusqu’à « 15 événements non-sportifs » dans le stade.

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Dans le cadre de ce programme à long terme pensé pour développer le stade national, l’instance gouvernante du rugby anglais a demandé l’avis des résidents, des entreprises et de la communauté du rugby concernant ses propositions.

Aujourd’hui, la RFU ne peut y organiser que trois concerts au maximum par an, chacun selon une capacité réduire en comparaison aux 82 000 places ouvertes pour les matchs de rugby. Deux de ces concerts doivent être prévus un samedi.

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Cela signifie que les artistes ne peuvent se produire trois jours de suite, ce qui fait que Twickenham n’est plus aussi en vue que les autres stades du pays ces dernières années.

Dans un communiqué paru ce lundi 7 octobre, Alex Cohen, directeur des opérations à Twickenham pour la RFU a déclaré : « L’Allianz Stadium génère 90 % des revenus de la RFU et cet argent est réinvesti dans le rugby amateur et professionnel anglais.

« Une étude a montré que ce stade avait rapporté environ 180 millions de livres sterling par an entre 2015 et 2019. […] Nous avons prouvé, par le passé, que nous savons organiser des événements non-rugbystiques, comme avec les concerts de Depeche Mode, des Rolling Stones ou encore de Lady Gaga. Malheureusement, ces dernières années, les stars internationales ont choisi de se produire dans d’autres stades car ils offrent une plus grande variété de dates et peuvent accueillir plus de monde. De fait, notre contribution à l’économie nationale et locale s’en trouve amoindrie.

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« Il est important que nous puissions accueillir plus d’événements afin d’investir et de redévelopper l’Allianz Stadium. Nous connaissons l’impact de ce stade dans la vie des résidents et des entreprises. C’est pourquoi nous voulons entendre leur point de vue afin d’améliorer l’expérience les jours de match et de trouver un moyen de nous associer avec la communauté locale pour que ce stade new-look profite aux résidents locaux. »

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Le processus de consultation fait partie du plan à plus large échelle de la RFU, qui travaille pour que le stade reste en adéquation avec les besoins modernes.

Cette stratégie s’étale sur 10 ans. Elle s’appuie sur l’évaluation des travaux qui peuvent être entrepris au sein du stade et devrait être présentée à la RFU l’année prochaine.

Cet article a été publié initialement en anglais sur RugbyPass.com et adapté en français par Idriss Chaplain.

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