A Wellington man who travelled to the Rugby World Cup and died suddenly before he could see the All Blacks win will be buried on Friday.

Robert Heappey, 65, collapsed and died on a tour bus operate by Williment Sports Travel just before arriving at Twickenham Stadium in London ahead of the semifinal match against South Africa in October.

A nurse was on board and called an ambulance while the 40 tour members were taken to the match in smaller buses.

An autopsy confirmed Mr Heappey fatal aortic aneurysm.

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A memorial service was held by the tour company for the man, who was understood to be an avid rugby fan who has been on a number of sports tours.

During the service, a message from his sister was read out.

"If he was to go, there was no better way than on a rugby tour."

It is understood former All Black Dave Loveridge was guiding the tour group.

A funeral will be held at Lychgate Chapel, on the corner of Willis and Aro streets, on Friday, followed by private cremation.