World Cup ticket prices to stay under wraps

Ticket prices for the 2011 World Cup are not likely to be finalised until about 2007, says New Zealand Rugby Union general manager Therese Walsh.

Ms Walsh said while price estimates were included in the application to the International Rugby Board, such details were confidential and remained tentative.

"But we will endeavour to ensure a range of prices, particularly in New Zealand, that will make some tickets accessible to the average New Zealander."

Ms Walsh said it was recognised that this would be a high-profile, world-class event, and some matches would attract increased pricing.

In May the Sunday Star-Times reported that the average cost of a ticket to a 2011 World Cup final at Eden Park would be $735.

The union then said it expected to be reprimanded by the IRB for inadvertently divulging the information.

The union's media manager, Joe Locke, said yesterday that things had "moved on" and he supported Ms Walsh's comments that pricing remained tentative.

In a summary of the cup bid, the union says the basis of the ticketing strategy is to "make it transparent, make it easy, make it fair" and quotas would be set for different audiences, with waiting lists if required.

The twin objectives were to fill the venues for every game and maximise tournament revenues.

That required managing demand for the prime games and creating demand for minor games by encouraging New Zealanders to adopt a second team and make it easy for school children to attend.

"New Zealanders will understand that despite the prices and limited availability of tickets for the high profile matches, simply having the opportunity to be part of a global rugby event like RWC 2011 in their own country will be a once in a lifetime privilege."

The bid summary said a single centralised ticket agent with the latest technology would ensure maximum yields and a trouble-free customer experience.