The All Blacks took out the final of the Rugby World Cup (RWC) last night, but new research from MasterCard shows businesses in New Zealand were the real winners of the tournament.
According to MasterCard’s Economic Impact on Global Rugby Part V: Rugby World Cup 2011 Final research, the total regional GDP impact from hosting the 2011 final could be worth as much as A$52.99 million to the New Zealand economy.
The research is the latest installment in a series commissioned by MasterCard Worldwide and undertaken by the Centre for the International Business of Sport (CIBS), looking at the economic impact of a range of rugby union tournaments.
The research examines the value of the RWC 2011 Final by looking at the short-term commerce flow through international fans spending in bars, clubs, shops, hotels and bookmakers along with sponsors and organisations spending on marketing in and around Auckland, where the Final was held last night.
According to CIBS director Simon Chadwick, the Rugby World Cup Final was a “revenue spinner” for a number of reasons.
“Scheduling the Bronze Final play-off on Friday night, with the Final on Sunday evening likely to bring in a surge of fans from outside Auckland who are in town for a once-in-a-lifetime long weekend and to watch their team’s tilt for global domination.”
It’s estimated the windfall to New Zealand for winning the final will amount to between $34.2 to $48.8 million.
In addition to the tangible impact of winning Rugby World Cup 2011, New Zealand can expect further commercial perks such as increased player value, bonus payments attached to sponsorship and other commercial relationships and increased attendance at future games.
“This has been the Tournament that keeps on giving: not only has it had a huge impact on the local economy through overseas spending, but its impact on the game itself has been significant too,” MasterCard Worldwide Regional Marketing vice president Stuart Cameron said.
2015’s RWC is expected to net $1.368 billion for the English economy, whilst the 2019 cup is tipped to add $694 million to the Japanese economy.