South Africa need cash from New Zealand Tests but All Blacks fans not like Lions
It is quite simple really: the Greatest Rivalry series between South Africa and New Zealand, which starts on Saturday, needs to be a real money-spinner for the Springboks.
It should see every seat occupied for the three Tests – in Johannesburg and Cape Town – and healthy crowds for the All Blacks matches against the Stormers, Sharks, Bulls and Lions.
Some of those club matches have taken place in front of disappointing crowds and there are tickets available for two of the three Tests – the only available tickets in Cape Town have been reserved for disabled fans.
Current availability sees tickets start at £38 for Saturday’s opener at the iconic Ellis Park and £75 for the potential decider on the other side of Johannesburg at the 95,000-capacity FNB Stadium. If that series – even with South Africa and New Zealand rather than England or France – was held in Europe then there would be no problem in shifting millions of tickets at that price point, or even double that. But this is South Africa and there’s more nuance.
South Africa economic hit
According to data from the World Bank Africa’s second-biggest economy has been on a slow but unsteady GDP growth decline since the 1960s, from a high of nearly 8 per cent to much lower now.
The nation “remains too weak to materially improve jobs and poverty outcomes”, with unemployment remaining at above 30 per cent as of 2025, affecting more than 8m people.
This means rugby cannot be £150 per ticket and the powers that be have probably priced this Test series pretty well, if not slightly too high.
But it forces the so-called Greatest Rivalry series to be a blockbuster show to attract broadcasters, sponsors and global eyeballs that can prove more financially lucrative to the South African rugby union.
Because New Zealand All Blacks fans do not and will not travel to South Africa in the same numbers as British and Irish Lions fans do when they head on tour – the Springboks were forced to host the European touring team without fans due to Covid-19 in a huge blow not just to the rugby team’s coffers but the nation’s too; it is estimated that the 2025 British and Irish Lions tour of Australia injected over £200m into the economy of its host nation while Rugby Australia generated over £75m from the month of rugby antics.
This will not be the case for South Africa over the next three weekends. They will need bumper spectator numbers across a number of global broadcasters and sponsors signing late deals to be part of the second Test – always a decider in some sense – and the third match.
Ace in the pack
But there is an ace in the pack for the Springboks and it comes in the shape of Baltimore, Maryland. The so-called Charm City is home to NFL team the Ravens, and their M&T Bank Stadium will host a fourth Test between South Africa and New Zealand that serves a dual purpose: to top up team coffers, and to expose one of rugby’s top match-ups to an American audience (who have been paying upwards of $10,000 to watch the Fifa World Cup in recent months).
Interestingly a look on Ticketmaster sees this Test listed under “All Blacks tickets” rather than South African, but they’re starting at £130 – a huge hike on the most expensive cheapest ticket in South Africa – and go up to well over £1,200. Here is the money!
The US market could swallow rugby up in a heartbeat if it wanted to and kudos to both South Africa and New Zealand for admitting they want a slice of the pie.
South Africa’s union needs the stability of long-term revenue more than its already over-performing team needs a series win, but they’d argue both would be preferential. Here’s me praying for a tied series in South Africa (one win apiece and a draw) and an ultimate decider on the East Coast of Murica.
Former England Sevens captain Ollie Phillips is the founder of Optimist Performance. Follow Ollie @OlliePhillips11