This Saturday, the Rugby’s Greatest Rivalry series takes a profitable turn as SA Rugby and NZ Rugby are set to pocket an additional R90-million by hosting the fourth Test in Baltimore, USA, at the vast M&T Bank Stadium with a capacity of 71,000 attendees.
The decision to move this event from South Africa is proving financially astute, as the earlier matches in Johannesburg and Cape Town pulled in between R60-million and R80-million each. Tickets for the Baltimore game were not for the faint-hearted, ranging from $112 to a staggering $1,792 in the VIP sections, reflecting the high stakes and high interest surrounding this match.
World Rugby's strategic push to popularize Test rugby in the U.S. ahead of the 2031 World Cup has included financial contributions, encouraging this shift stateside. The game at Baltimore, facilitated by Australian events company TEG, marks a significant milestone in this strategy.
SA Rugby’s CEO, Rian Oberholzer, was transparent about the financial motivations behind this move.
“This game was always about finding an option where we could make as much financial gain as we could,”
Oberholzer emphasized the necessity of financial health for the union, especially as they aim to broaden their market reach beyond traditional strongholds. The upcoming 2031 World Cup and the growing rugby fanbase in the U.S. present ripe opportunities for expanding their brand and securing financial stability.
Looking ahead to challenges in 2027, when a World Cup year will limit international fixtures in South Africa, Oberholzer highlighted the importance of capitalizing on the 2026 season’s opportunities. Both SA and NZ Rugby aim to establish a financial buffer to support them through a leaner 2027.
With only three international matches hosted in South Africa next year, the implications for sponsorships and broadcasting rights revenue are significant. Hence, maximizing revenue from this year’s series is crucial for both unions.
Indeed, the shift to Baltimore not only represents a strategic maneuver in the face of upcoming challenges but also a pivotal moment in rugby's push into new markets. With the world watching, this match could set the tone for the international growth of the sport in the coming years.
