Nick Mallett says middle-class South Africans should be able to afford to watch the Springboks play.
SA Rugby was forced to slash ticket prices for the Boks’ first Test of 2026 against England at Ellis Park last week after slow sales, with the cheapest tickets reduced from R950 to R450. It resulted in a crowd of 52,790 at the 62,000-capacity stadium.
While the Test between the Springboks and Scotland at the 50,000-capacity Loftus Versfeld was reportedly heading for a sell-out, on Saturday morning there were still tickets available at Ticketmaster, ranging from R1,050 to R2,500.
Writing in his News24 column, Mallett argues that full stadiums are more valuable than maximising ticket revenue.
“The reality is that tickets are too expensive, and I’ve said that for 26 years now,” Mallett wrote, referring to his criticism of ticket prices in 2000 which cost him his job as Bok coach.
MORE: R4,500 a suite seat to watch Boks
He believes SA Rugby should prioritise TV rights and sponsorship as its primary revenue streams, while using ticket prices to ensure packed stadiums.
“The most important thing about tickets is that you want a full stadium,” he said.
“My view is that you shouldn’t be looking to maximise profit on all three areas – television, sponsorship and tickets.
“You should make sure that your income is enough out of television rights and sponsorship, and with your ticket sales you must make sure that the stadium is full.”
Mallett argued that a packed crowd not only improves the spectacle, but “also positively impacts the sponsorship deals”.
ALSO: Bok fans can’t bank on cheaper tickets
Mallett added that pricing loyal rugby supporters out of Test matches ultimately hurts the game.
“Those people that go to franchise games are paying money to watch, and those are the rugby supporters you would like to have at your international games.
“If you’re pricing them out and they can’t afford to get there, then I don’t think your model is a good one.”
“For a mother and father and two kids to go to the game as a family should be something within the middle-class rugby supporter’s pocket.”
Photo: Johan Orton/Getty Images
The post Mallett: Make Bok Test tickets affordable appeared first on SA Rugby magazine.
Nick Mallett says middle-class South Africans should be able to afford to watch the Springboks play.
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