All Blacks: Four Nations will be boost for Bledisloe

Steve Tew. Photo / Getty Images

From 2012, the All Blacks will try to boost the mystique of the Bledisloe Cup - and will cut back the number of games they play specifically for gate revenue.

The change is coming not because of comparatively muted interest in last night's 'dead rubber' test in Hong Kong but because the advent of Argentina in a new Four Nations tournament means Bledisloe Cup games can be given a new boost.

"If you look forward to 2012, we will play a Four Nations so we will only play Australia twice," said NZRU CEO Steve Tew from Hong Kong yesterday.

"There is then clearly an opportunity for a third Bedisloe and Australia are very keen and we are already talking to them about that. We also have invitations from England and Wales as well as other countries. The appeal of the All Blacks is real and we have to make sure that we manage that carefully."

However, the All Blacks are also looking to scale back the number of tests they play solely for revenue.

"We have made the decision that in an ideal world there will only be one additional game played over and above the IRB schedule from 2012 and beyond. We may, from time to time revisit that decision," said Tew.

Talks have already begun about playing a third Bledisloe Cup clash when the Four Nations includes Argentina in two years - but with no decision on venue yet.

While the half-empty stadium in Hong Kong may suggest these two old foes having saturated market interest, there is confidence the fixture remains hugely popular when sold to the right audience in the right way.

The marketing men have not been helped by the fact that, in each of the three years a Bledisloe Cup game has been played in Asia, the All Blacks have already had the trophy tucked away. As discovered in Hong Kong, the novelty can quickly wear off and, without real meaning underpinning the fixture, interest can be hard to raise.

Reverting to three tests a year increases the chances of the series staying alive until the final encounter and also reduces the perception of over-exposure and repetition.

Essentially the transtasman partners are reverting to a 'less is more' philosophy; trying to rekindle the sacred nature of the Bledisloe Cup.

Playing a third test in either New Zealand or Australia remains an option as does looking to play offshore, with the US, London and the Middle East more likely venues than Asia in the immediate future.

New Zealand and Australia are regularly number one and number two in the world and can produce epic encounters. But, in the 12 tests they have played since 2008, only about half have been memorable.

The All Blacks were close to playing Australia in Denver in 2009 but ended up in Tokyo instead when concerns grew about the financial security of the deal they were being offered. Other ideas that have been considered are playing Ireland in Boston and South Africa in London.

The likes of Dubai and Abu Dhabi are continually looking to lure major sports events but are being hampered by the global economy while the most left-field offer of recent times came from Hamburg. The German city has made a serious offer to the All Blacks and one that has strong commercial support.

Germany rebuilt or renovated many of its major football stadiums to host the 2006 World Cup and is keen to see more traffic funnel through the turnstiles.

They also have a number of broadcast networks with significant cash reserves to bankroll any deal.

Money will be the over-riding factor in determining the venue of any additional tests. Yesterday's test, despite falling some way short of capacity, still made significant revenue, but considerably lower than the figure they pocketed in 2008.

The key difference in 2010 compared with 2008 was the lack of travel packages sold in Australia and New Zealand. In 2008, it is estimated that around 28,000 tickets were sold to the residents of Hong Kong with about 7000 Kiwis and Australians travelling. Figures of the numbers travelling in 2010 are unknown yet but are thought to be barely more than a few hundred.

In 2008, most of the 7000 travellers were corporate clients but with the economy still wobbly, few businesses could justify the costs this time.