New Zealand Rugby in Danger of Losing its Allure

WORDS: Ocean Road Magazine Editorial Staff PHOTOGRAPHY Pexels

New Zealanders have loved rugby since it arrived on their shores in the 1800s.

The All Blacks have become a rugby powerhouse, but are currently struggling to maintain their historical allure due to the rising influence of other sports and evolving fan behaviours.

Read on as we analyse the factors contributing to this decline and examine the broader implications for New Zealand rugby.

Changing Sports Preferences & Economic Pressures

Recent data from Wellington’s Sky Stadium shows a troubling trend for rugby in New Zealand.

Less than 30,000 spectators turned up to the 34,500-capacity stadium for New Zealand’s recent 2024 Rugby Championship fixture against Argentina.

To make matters worse, the All Blacks lost 38-30 to the South Americans – a third loss to Argentina following defeats in Sydney in 2020 and Christchurch in 2022.

Argentina’s 38-point tally is the most New Zealand has ever conceded at home as their title defence got off to a horrendous start.

The loss to Argentina and sluggish ticket sales point to a broader issue. The low turnout in Wellington and other venues outside Auckland suggests economic factors and changing fan preferences could be in play.

New Zealand’s cost-of-living crisis should be factored into the equation. With many Kiwis feeling the financial pinch of the economic downturn, shelling out money for exorbitantly priced tickets does not look like a wise move.

The cheapest tickets for the game started at $53, excluding additional fees. It is no surprise that many fans decided to shun the idea.

Economic constraints enforce discretionary spending, including the choice to attend live sports.

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The Rise of Alternative Sports & Entertainment

Rugby previously dominated the sports scene in New Zealand but now has to compete with other entertainment options.

European football has been growing in popularity in New Zealand and now threatens rugby’s long-running dominance.

Massive broadcast deals have brought the Premier League and UEFA Champions League to New Zealand viewers.

The rise of streaming services and digital platforms gives fans different and more flexible ways to consume sports content. Live streaming from home is more convenient and cheaper than attending matches, making it more appealing for fans.

Side attractions of live streaming, such as interactive features and betting options, make watching from home more exciting. Sports betting is a popular phenomenon of passion in New Zealand, with many punters eager to back their favourite teams to success.

Trusted local betting platforms, such as those highlighted on comparison platform BettingTop10, experience a surge in Kiwi bets during matches.

Punting from the convenience of home is a much more enjoyable experience than in the hustle and bustle of crowded stadiums.

The Impact on Rugby’s Grassroots & Professional Landscape

Beyond live attendance issues, New Zealand rugby is experiencing a shift in grassroots engagement and a player exodus that threatens the future of the sport.

The once-prominent Super Rugby competition has lost its sheen. It has since transitioned into Super Rugby Pacific with fewer teams and less competitive balance. These changes have affected the development and visibility of emerging talents.

South African teams have left the competition. Crowd numbers are nosediving, and there is serious concern that local players may opt for better opportunities abroad.

All Blacks stars such as Jack Goodhue, Beauden Barrett, Sam Whitelock and Richie Mo’unga have left the local scene for high-paying contracts in Europe and Japan.

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Rugby’s Place in New Zealand Society

Rugby was previously the defining sport of the nation but now competes with football, basketball and cricket for the attention of young athletes.

The dreams of playing for the national team no longer hold the same sway as they did before. There are also concerns about the disconnect between the professional game and grassroots rugby.

Former All Black Israel Dagg has been vocal about the diminishing focus on community rugby and the erosion of traditional pathways to the top level.

There are fewer and fewer competitive junior tournaments, and the decreasing number of young players entering the sport are signs of a troubling trend that could affect talent pools.

New Zealand Rugby (NZR) is aware of the challenges that threaten to derail the sport. The governing body has been looking for solutions.

They recently sold a commercial stake to private equity firm Silver Lake and launched streaming platform NZ+ to make games more accessible. However, they need to address the local issue quickly.

NZR must revitalise grassroots engagement, ensure affordable ticket prices and improve the in-stadium experience to reconnect with the domestic fan base.