No Beyoncé or K-pop So Argentina vs South Africa Must Boost Rugby Football Union's Finances
One brief examination over Twickenham’s upcoming events and, alas, still no Beyoncé. No hit concerts for the union's leadership at this time. Actually, the RFU's goal to organize more concerts and thereby finance its £660 million redevelopment has met with a temporary hold-up.
A report, reviewed by a national publication, reads: “Due to the unpredictability regarding the ability of the rail industry to handle the expected surge in travelers, there [are] serious issues regarding the additional demand put on the road and rail systems by attendees and whether this requirement can be satisfactorily managed. This could cause a serious inconvenience for the community.”
The challenge is manageable but you’d do well to find many regular matchgoers who disagree.
Simultaneously, a lengthy planning discussion earlier this week to discuss the stadium's operational proposal showed that there have been 192 objections, 13 approvals. A decision is due shortly but the final decision will be definitive in a procedure that will roll into 2026.
In the meantime, the union’s predicament was perfectly illustrated after a planned K-pop show was hastily relocated to the more compact though updated O2 venue.
Obviously the RFU cannot attract the quality of artists it desires to fully utilize its large capacity ground because of present arrangements and limitations.
Moving to Milton Keynes Seems a Bit of a Stretch
Yet the organization's commitment to maximise its main property leads us directly to this weekend's match at Twickenham.
It is expected to be a dramatic conclusion to the most captivating rugby competition for some time, more than 70,000 are anticipated and it is certainly a money-making enterprise.
The fixture is managed by an experienced promoter and Steve Berrick, with extensive background organizing comparable events in Barbarians matches at the stadium and says, “similar to other ventures it's typically driven by commercial reasons. One could argue all parties involved are happy with the deal they've agreed.”
Argentina Playing Host
Argentina takes the home role – as was the case when facing Australia back in 2016 – and the choice was theirs to contact the union.
They stand to make significantly higher income than if the fixture was held back home, which will be an all-the-more-welcome cash boost given there is no Rugby Championship next year and practically it makes sense.
Travel from the recent game overseas is less demanding with only one exception of their main squad on Saturday compete in European clubs.
The Springboks' Position
South Africa are the away side, basically taking part, but this is the third time in three years they play a match in London without England's participation.
The RFU, for its part, gets a significant venue charge including revenue sources such as concession sales which are expected to be similar to an England international due to the substantial turnout that is expected.
As the RFU chief has acknowledged, Twickenham is the RFU’s “cash cow”.
Should anyone be shocked the union is increasingly letting their rivals access their revenue stream if they are willing to pay?
The Springboks' Agreement
The South African team could be happy to take part however, it's deliberate this game is viewed as particularly appropriate to take to Twickenham.
As one insider put it recently, the Springboks operate across continents nowadays with their club sides involved in cross-hemisphere tournaments.
The South African diaspora in London guarantees ticket sales and the UK time zone is sympathetic to fans in South Africa.
They travel to London assured that it benefits their goals to strengthen their brand internationally, all the more so should they win the championship at Twickenham in style.
Forward Planning and Worldwide Approach
They are also set to welcome the All Blacks for a bumper “Greatest Rivalry” series in 2026, which will become a quadrennial, reciprocal tour, with another neutral venue match is being considered, most likely in Europe, maybe again at the London stadium.
The Springboks may simply be the visiting team this weekend but it is saying something that Bongi Mbonambi could equal the English player's achievement of Twickenham wins over the past two years if South Africa prevail against Argentina.
And the RFU, it seems, is only too happy to welcome them - past controversies including the ugly fallout from the 2023 World Cup semi-final and public statements by the coach about officiating decisions evidently set aside.
The Stadium's Growing Role
In fact, it seems more and more Twickenham is being positioned as the northern hemisphere’s premier neutral location.
According to the organizer, ‘in England and the UK we embrace global competitions. We’ve got NFL matches here, top football nations compete, MLB games occur, it’s just a sports-mad country”.
It doesn't help develop emerging markets – you wouldn’t seek to develop cricket fans by organizing a game at the traditional venue – but occasional visits to Twickenham is increasingly justified.
