The 2010 Tri Nations will contribute US$174.3
million to the sport and leisure economy across the Southern
Hemisphere, according to a new study commissioned by MasterCard.
The report also forecasts a significant positive economic impact
from the addition of Argentina to the competition in 2012, which
is predicted to increase the overall value of the tournament to as
much as $213.1million.
This means that in the year before
World Cup 2011, the combined value of the two largest annual
international Rugby tournaments – the 2010 Six Nations and Tri
Nations Championships – is more than $800 million, according to
MasterCard’s research into Rugby commerce.
MasterCard commissioned one of the leading international sport
business institutions, the Centre for the International Business
of Sport (CIBS), to examine the economic impact of the 2010 Tri
Nations Championship and associated demographic trends. This is
the second release of a larger study which analyses economic
impact and social trends of the sport around the world.
March this year, MasterCard released a similar report on the 2010
RBS Six Nations Championship which put its worth at $632.81m to participating Rugby nations.
MasterCard’s study on the Tri
Nations Championship highlights a commercially strong picture for
Southern Hemisphere Rugby. It points to substantial levels of
local economic impact for cities across the Southern Hemisphere
from hosting Tri Nations matches.
Sydney is set to scoop $28
million from hosting Australia v New Zealand: the largest single
economic impact from a Tri Nations fixture. Johannesburg and
Christchurch are also set to benefit a total of $19.6 million and
$12 million respectively from hosting two of the matches.
study also predicts that the arrival of Argentina – where Rugby is
growing faster than in any of the Tri Nations countries – to the tournament in 2012 will help further bolster the long term value
of the competition. The Argentinean economy is set to be boosted
by a local economic impact of $8-12 million for each match hosted
in the country.
Dr. Anna Semens, Research Fellow at CIBS and
MasterCard’s advisor on the Business of Rugby, said, “The
MasterCard study highlights that rugby is clearly booming and
providing a considerable economic boost to the Southern
Hemisphere. The value of the Tri Nations continues to rise, with
the 2010 tournament well on track with some impressive
attendances. These indicators, as well as Argentina’s entry into
the tournament from 2012, demonstrate that the Tri Nations will
continue to provide a sizeable economic impact into the future.”
Value of the Tri Nations
The 2010 Tri Nations Championship will make a contribution of
$174.3 million to the sport and leisure economy across the
Southern Hemisphere. Locally, the 2010 Tri Nations Championship
generated local economic impacts of:
$8 million on Auckland
economy from hosting New Zealand v South Africa
$11 million on
Wellington economy from hosting New Zealand v South Africa
million on Brisbane economy from hosting Australia v South Africa
$16 million on Melbourne economy from hosting Australia v New
$12 million on Christchurch economy from hosting New
Zealand v Australia
$19.6 million on Johannesburg economy from
hosting South Africa v New Zealand
$9.2 million on Pretoria
economy from hosting South Africa v Australia
$8.6 million on
Bloemfontein economy from hosting South Africa v Australia
million on Sydney economy from hosting Australia v New Zealand
The expected impact of Argentina joining the Tri
Nations in 2012 is:
$8-12 million local economic impact per
match hosted in Argentina.
The overall value of the
Championship could be as much as $213.1 million, in terms of its
contribution to the sport and leisure micro economy in 2012.
Attendance and Broadcasting
value of the 2010 Tri Nations has been boosted through several
factors, particularly attendances and broadcasting.
has risen significantly from 2009, with an increased attendance of
approximately 50,000 resulting in a total attendance of nearly
half a million (450,000) expected for this year’s competition,
giving an average attendance slightly above that of the 2010 FIFA World Cup. The South Africa v New Zealand Tri Nations match in
August 2010 saw the highest attendance for a rugby match in South Africa for more than half a century. The fixture attracted a
sell-out audience of 94,013 at the FNB Stadium in Johannesburg, an
increase of 30,000 from the planned venue of Ellis Park.
further boost to the economic impact of the Tri Nations is
provided by the recently negotiated 2011-2015 broadcast agreement
which will generate $437 million in revenue for the three Tri
Nations unions over the next five years.
Stuart Cameron, vice president, Regional Sponsorships,
Asia Pacific, Middle East and Africa, MasterCard Worldwide, said,
“The continued growth of Rugby in the region, and its positive
impact on business and local communities, is particularly exciting
given that Rugby World Cup is coming to New Zealand in 2011. This
Tri Nations report, along with our previous study of Northern
Hemisphere Rugby, paints a glowing picture of the sport and its
influence around the world.”
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