Preparations are well under way for the NRL Auckland Nines, which kicks off on January 31, with seven large banners being put up around Auckland ahead of the event.
Ticket sales have edged over 40,000, not yet a sellout but comparable for the same time last year, according to promoter Duco.
Director David Higgins said he expected numbers at Eden Park to nudge 47,000 - the most the stadium can hold - by the time the two-day sporting fixture begins.
"We're expecting it to sell out again. The prices have gone up this year but the value proposition is still really good for an 18-hour entertainment package. It's cheaper than many concerts."
Mr Higgins said family packages, at $419 for two adults and three children, were so popular this year Duco had extended the family zone and would look at making it even bigger next year.