Rugby World Cup: Sales target met

Fans celebrate after a try during an All Black game at Eden park during the Rugby World Cup. Photo / Greg Bowker

Rugby World Cup organisers have achieved their $268.5 million sales target - but taxpayers remain $39 million out of pocket for the tournament.

Tournament organiser Rugby New Zealand 2011 (RNZ 2011) today announced it had achieved its revenue target with two matches still to be played, with ticket sales today surpassing the $268.5m target set more than two years ago.

RNZ 2011 chairman Brian Roche said sales this week had pushed revenue to $268.7m, with 87 percent of available tickets to this weekend's Australia v Wales bronze playoff and the All Blacks-France final sold.

Ticket revenue eclipsed by more than 11 times the previous largest grossing event in New Zealand history; the 2005 British & Irish Lions, Mr Roche said. Sales for the final alone had generated more than $50m - twice that of the Lions' tour.

"This is a tremendous achievement and one that all those who have contributed to the success of this tournament across New Zealand should be proud of,'' he said.

"It shows just how strongly New Zealanders have embraced RWC 2011 and that the decision to spread the tournament around the country was the right one.''

Rugby World Cup Minister Murray McCully said the result was a tribute to the hard work of RNZ 2011 staff and to the way New Zealanders had embraced the RWC as much more than just a rugby tournament.

"It has been a wonderful celebration of New Zealand and proof that this small country can successfully hold a large and complex event like a Rugby World Cup,'' he said.

"We could not have wished for a better platform to promote ourselves to the world.''

Despite the success, the New Zealand Rugby Union and taxpayers face a loss of about $39m - money Prime Minister John Key this week said was "well spent''.

"For the marketing of New Zealand, the promotion of New Zealand, it's been well and truly worth it, and I think New Zealanders have thoroughly enjoyed it, at the end of the day I'd say it's $39 million well spent,'' he said.