The New Zealand Rugby Union says current ticket prices for test matches are critical to the survival of the game - even if it means kids can no longer go along to watch their heroes.
The union last week announced a record revenue of $104.9 million last year, up on
the $93.6 million it made in 2003 and boosting the union's surplus to $20.5 million and reserves to $57.7 million.
However, there seems little sign there will be a drop in the price of test match rugby tickets which are seen as too expensive for many parents and their children.
New Zealand Rugby Union deputy chief executive Steve Tew said while there was no desire to exclude children, test match rugby was now attracting a higher socio-economic group.
"Clearly there are going to be a lot less children at a test match. That's not necessarily driven by our desire to exclude kids from seeing the All Blacks.
"But the reality is, along with the top-end price comes the top-end cost structure. The higher you go in the pecking order the higher the costs are."
Mr Tew said money had changed rugby in a way earlier administrators would never have believed.
"But 20 years ago people wouldn't have believed the death of a pope would have generated Christ-knows-what income into Rome."
Asked how "Joe Blow" accessed rugby in New Zealand, he said: "If you're talking about the game in total, then certainly there is an avenue into the game. People can go and watch Rebel Sport Super 12 and Air NZ NPC games at a very cheap price still.
"There are tickets for DHL Lion series matches in the provinces at $15. You can still buy a ticket right now to watch them play Otago, which will be one of the moments in rugby history, for $25 in the terrace."
He said the high price of rugby - including $300 test match tickets to watch the All Blacks play the Lions - was critical to the survival of the game. Asked what the NZRU knew about fans who paid $300, Mr Tew said: "That they can afford to spend $300."
He said the profit made on the Lions tour, which was expected to be "several million dollars" provided money to cover lean years.
"The Lions year is definitely a year which covers some of the weaker years, when, without meaning anything disrespectful, we might play Italy and Argentina. It's factored into a longer time frame.
"When the All Blacks play we have to be very mindful that it's our number one opportunity to get revenue for the rest of the game ... we make enough money to ensure that kids are playing the game and getting coached for free because that money is getting pumped back into the game."
Ticket prices for the current tour were set after studying high profile events, including the Rugby World Cup in Australia. A price was reached - and then lowered to take into account the relative weakness of the New Zealand economy.
"New Zealanders earn New Zealand dollars and New Zealanders are not used to paying what someone would pay to go to the last day of the masters in Augusta or the Wimbledon finals," says Mr Tew.
"We think a Lions tour once every 12 years is a comparable event to events of that nature. Where the highest prices are being charged they have all been sold."
All Black legend Colin Meads agreed live test match rugby was beyond the reach of most families.
While some were prepared to pay anything for a test ticket, most accepted the cost had stopped them going to some games, he said.
While Meads believed the Lions tour was going to be the "greatest thing" to happen in New Zealand for a long time, the sad part was that for the younger generation the tickets were too expensive.
People wanted to take the boys along to the rugby but it had been priced off the market, he said.
- HERALD ON SUNDAY
The New Zealand Rugby Union says current ticket prices for test matches are critical to the survival of the game - even if it means kids can no longer go along to watch their heroes.
The union last week announced a record revenue of $104.9 million last year, up on
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