All Blacks: NZ Rugby’s $35m return from Rugby’s Greatest Rivalry tour
New Zealand Rugby generated approximately $35 million from the 'Rugby’s Greatest Rivalry' tour, marking one of the organization's most successful financial events. The series, which included matches in South Africa and the USA, has significantly impacted the international rugby calendar and highlighted the commercial potential of the sport.
Why it matters
The financial success of this tour demonstrates how national sports bodies are shifting strategies to maximize revenue from global brand exposure rather than relying solely on domestic markets.
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If agreeing to launch Rugby’s Greatest Rivalry was a high-risk move given the impact it would have on rejected Sanzaar partners Australia and Argentina, it has proven to be high reward having netted New Zealand Rugby about $35 million.
This is one of the largest cash windfalls in NZR’s history and sits only behind the 2017 British and Irish Lions tour as a money maker. That tour nine years ago generated $40m.
Just how lucrative RGR was, can be seen in NZR’s forecasts for total matchday income in 2026. The national body estimated it will pocket $68m – and while that number includes money generated by Super Rugby and other games played in New Zealand – an estimated 70-80% is coming from the All Blacks.
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