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.
Several thousand Australians had bought tickets as well as many thousands of Kiwi fans around the country.
Mr Higgins said the event promised to be action packed with plenty of stars, including Auckland Warriors Simon Mannering, Shaun Johnson, Manu Vatuvei and Sam Tomkins.
He tipped the Warriors to win and said last year they were the crowd's clear favourites.
"The atmosphere in the stadium when the Warriors were playing was fever pitch. It was a full Eden Park heaving with excitement and this year they might go one better and win it, and that would be massive."