South Africa need cash from New Zealand Tests but All Blacks fans not like Lions

The highly-anticipated third Test between South Africa and New Zealand during the Greatest Rivalry series begins this Saturday, aiming to be a financial success for the Springboks. Every seat is expected to be filled for the three Tests at venues in Johannesburg and Cape Town, as well as for the All Blacks games against the Stormers, Sharks, Bulls, and Lions, which have seen disappointing crowds in the past.

Tickets for two of the three Tests are currently available, with prices starting at £38 for the Saturday opener at Ellis Park and £75 for the potential decider at the 95,000-capacity FNB Stadium in Johannesburg.

South Africa's economy has been struggling, with GDP growth declining since the 1960s and unemployment remaining above 30% as of 2025. This means rugby cannot be priced at £150 per ticket, and the powers that be have likely set the ticket prices appropriately, if not slightly too high. To attract broadcasters, sponsors, and global viewers, the series needs to be a blockbuster show.

However, New Zealand All Blacks fans are less likely to travel to South Africa compared to British and Irish Lions fans when they tour, which could impact the financial success of the series.

To boost ticket sales, a fourth Test will be held in Baltimore, Maryland, at the M&T Bank Stadium, home to the NFL team the Ravens. This dual-purpose test aims to increase revenue and expose the South Africa vs. New Zealand match to an American audience. With prices starting at £130 and going up to over £1,200, the US market could also prove lucrative for both South African and New Zealand rugby unions.