The report also forecasts a significant positive economic impact from the addition of Argentina to the competition in 2012, which is predicted to increase the overall value of the tournament to as much as $213.1 million.
Local economic impact
Others
The expected impact of Argentina joining the Tri Nations in 2012 is $8-12 million local economic impact per match hosted in Argentina and the overall value of the championship could be as much as $213.1 million, in terms of its contribution to the sport and leisure micro economy in 2012.
The company commissioned one of the leading international sport business institutions, the Centre for the International Business of Sport (CIBS), to examine the economic impact of the 2010 Tri Nations Championship and associated demographic trends. This is the second release of a larger study, which analyses economic impact, and social trends of the sport around the world.
Dr. Anna Semens, research fellow at CIBS and the company's advisor on the business of rugby, said, "The study highlights that rugby is clearly booming and providing a considerable economic boost to the southern hemisphere."
The value of the 2010 Tri Nations has been boosted through several factors, particularly attendances and broadcasting.
Attendance has risen significantly from 2009, with an increased attendance of approximately 50 000 resulting in a total attendance of nearly half a million (450 000) expected for this year's competition, giving an average attendance slightly above that of the 2010 FIFA World Cup. The South Africa vs. New Zealand Tri Nations match in August 2010 saw the highest attendance for a rugby match in South Africa for more than half a century. The fixture attracted a sell-out audience of 94 013 at the FNB Stadium in Johannesburg, an increase of 30 000 from the planned venue of Ellis Park.
A further boost is provided by the recently negotiated 2011-2015 broadcast agreement, which will generate $437 million in revenue for the three Tri Nations unions over the next five years.
