How much did SA Rugby earn from All Blacks series?

The Springboks have just wrapped up a 3-1 series win over the All Blacks, which was not only a huge success on the field, but also in terms of off-field revenue for SA Rugby.

According to multiple reports, each of the first three Tests generated between R60 million and R80 million in earnings, with the matches at Ellis Park, Cape Town Stadium and FNB Stadium all having been played out in front of packed stadiums.

This past weekend’s clash in Baltimore was then said to have generated an estimated $8 million (R129 million-R130 million) in total earnings.

Under a 50-50 revenue-sharing agreement covering tickets, hospitality, merchandise, broadcast, and matchday concessions, each union banked roughly $4 million (roughly R64.5 million).

The payout was bolstered by financial contributions and subsidies from World Rugby, which is actively incentivising major rugby nations to bring marquee Test matches to the US to build momentum for the 2031 Rugby World Cup.

Huge benefits for SA Rugby and New Zealand Rugby

So even at the lower end of estimates, under a split revenue system, SA Rugby is expected to have banked a payout of over R100-million from the first three Tests, and around R65-million from the Baltimore battle.

Reports referencing R84 million to R90 million per union from the USA match factor in additional estimated commercial add-ons, including individual union team-sponsorship activations in the US, broadcast deals, and World Rugby’s subsidised funding for team logistics.

All in all, it means SA Rugby could have enjoyed a payout of anything between R170 million and R200 million at the conclusion of Rugby’s Greatest Rivalry Series.

Ideal time to bolster the books

In the report by the New York Times, SA Rugby CEO Rian Oberholzer acknowledged that taking the final Test to Baltimore made sense on another of fronts: “We wouldn’t be doing it if it wasn’t substantial,” he commented.

“Taking the Springboks to new audiences and territories is a key objective for South African rugby,” Oberholzer also explained when this tour match was announced.

“The opportunity to do so in a ground-breaking match against our fiercest rivals was a major determinant in where the fourth Test would be played.