The European Champions Village is an exercise in experiential fan engagement, developed by ERC and delivered on European club rugby's biggest day of the year, the Heineken Cup Final. The Heineken Cup Final is one of the biggest sporting occasions on the sporting calendar in the northern hemisphere and attracts an eclectic mix of fans from all over Europe and beyond. This fan park festival is rapidly developing into an integral part of the DNA of the European Club Rugby finals weekend.
More details for Cardiff 2014 will be available here.
Since its inception in Cardiff in 2011 in the remnants of the legendary Cardiff Arms Park, (a site fittingly chosen, as it was the ground where the very first Heineken Cup Final had been played on January 7th 1996), the idea was taken to Twickenham 2012 and developed into a fully-fledged festival with a cacophony of colour and noise, with fans from all over Europe enjoying the social experience and celebrating the mix of cultures that help define and make truly special the European Club Rugby Experience.
The intent was to capture the magical mix of cultures that are experienced by fans throughout the season, at all of the rugby grounds that the European tournaments visit, as tribal rivalries take place, game after game in venue after venue, in many towns and cities across borders in Europe every year through the 79 games in the Heineken Cup and the 67 games in the Amlin Challenge Cup. This Finals weekend is a culmination of the European club rugby season and for all the traveling fans the European Champions Village is a focal point for them to congregate and celebrate their love for their teams, these tournaments and the sport in a unique way.
With a compelling array of activities supported by our tournament partners, fans can enjoy novelty experiences such as skill challenging participative games, adidas player signings, FedEx photo opportunities with the Heineken Cup all while listening to live bands on Amlin's stage and big screens. Complimentary face painting and 2D/3D photo walls activities are also available for fans during the afternoon. For those seeking nourishment or refreshment, there are numerous Heineken bars as well as local culinary delights on offer throughout the village.
The European Champions Village does not require an admission fee or ticket for entry.
It is accessible to fans of all ages and traditionally it has opened 5 hours before KO to allow for the arrival of the trophy tour, and for fans to experience the excitement and celebration of cultures that is on show both on and off the field.