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An interactive museum for rugby enthusiasts, with up-to-date information on the ASM club.
This interactive museum is a true tribute to rugby and the Yellow Army. It's designed for rugby fans and novices alike. Through videos, photos, games and films, discover the history of the ASM club in the Marcel-Michelin stadium, from its creation in 1911 to the present day, including the 2010 and 2017 Brennus shields. Try your hand at commenting on a match or defining your player profile. The museum is regularly updated to keep up with club news. A guided tour of the stadium by a professional guide is available on reservation.
Did you know? This review was written by our professional authors.
Further information
Opening time and information on ASM EXPERIENCE
Low season: open weekends from 2pm to 6pm. High season: open every day and on public holidays from 2pm to 6pm. Museum: Weekends and school vacations (zone A and excluding match days): 2pm to 6pm. Stadium: Weekends (excluding match days): 2.30pm School vacations (zone A): Wednesday to Sunday at 2:30 p.m. Reservations essential. Free for children under 7. Adults: €10 (with stadium tour: €18, stadium tour only: €12). Children (aged 7 to 17): €7 (with stadium tour: €12, stadium tour only: €9). Family packages (4 pers) Interactive museum: €28, with stadium visit €50. Tourism & Handicap label. Motor, visual, auditory and mental. Guided tour (stadium tour by prior arrangement, except during training periods and on match days). Shared parking with L'Aventure Michelin opposite.
Owner's Message
This year the Auvergne tourist offer is enriched by a new site, unique in France and probably in Europe: ASM Experience, the rugby immersion. This is the first "theme park", at once cultural, fun and interactive, dedicated exclusively to rugby, through one of its emblematic clubs, ASM Clermont Auvergne.
After two years of work, and the essential financial support of the State and local authorities... the Rugby Immersion begins, and everyone will be able to have their own "Experience".
On more than 600 m2, a thematic tour awaits you, divided into a dozen areas, from the foundation of the Club to the explanation of the game of rugby, from the supporters and partners to the sporting world... You too will enter the scrum, discover the backstage of the ASM and project yourself into the world of international rugby.
Everything has been done to meet the visitor's expectations, whether you are a novice or a passionate fan.
ASM Experience will appeal to all your senses (sight, hearing, smell, touch); thanks to digital technology, you will be able to compare yourself to the players, enter the intimacy of the locker room, become a fan... or test yourself with touch and penalty simulation games, answer questions throughout the tour that will determine your player profile, comment on a match like a real journalist and have your photo taken with players in augmented reality.
Over the seasons, ASM Experience will allow you to enrich your knowledge on various themes in a temporary exhibition room.
To the usual thanks, we must not forget to add a special one to the volunteers, the former players, the current players, the friends of the club, the supporters associations, the fans, and of course to the ASM Omnisports, without which we would not have been able to collect all the objects that make up the tour, as well as those that are in archives for the future exhibitions. Finally, ASM Experience will offer you, in addition, to discover the backstage thanks to real stadium visits accompanied by professional guides: the stands, the players' locker rooms, the entrance tunnel... the backstage of a rugby temple!
We are waiting for you to share, together, these Rugby moments.
ASM Experience, Interactive Museum and visit of the Marcel-Michelin Stadium
Rugby immersion
Two ways to deepen your knowledge of rugby: the ASM Experience, a "theme park" unique in France dedicated exclusively to rugby and the life of the club, and the guided tour of the stadium to discover the backstage. So... get under the scrum!
A fun, cultural and interactive space
Enter the world of professional rugby through one of its mythical clubs: ASM. Discover the club, immerse yourself in its history, mingle with the players, meet its supporters... and test yourself in rugby
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Members' reviews on ASM EXPERIENCE
The ratings and reviews below reflect the subjective opinions of members and not the opinion of The Little Witty.
Visite du stade : à faire !!! On a eu un super guide pour nous montrer les coulisses de ce stade atypique et on a même eu la chance de croiser Aurélien Rougerie
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What I appreciated most was how applicable the lessons are to real-life situations. You’re not just getting theory; you get actionable tips that you can start using right away. It’s definitely worth it if you’re looking for something straightforward and no-nonsense.
If you’re new or looking for a refresher, ASM Experience will give you good value. Just don’t expect it to be groundbreaking if you’re already very experienced. But it’s a trustworthy, helpful resource that’s easy to get through and genuinely helpful.
Tour guides will either make it good or break it for you down to zero