There was massive oversubscription for the Springboks versus All Blacks clash at DHL Stadium, but the Stormers have kept some tickets back for sale. CEO Johan le Roux explains how the ticketing system will reward loyal supporters.
Years ago, El Bulli in Spain’s Costa Brava was famous for its innovative dining and faced an overwhelming 400,000 to 500,000 reservation requests annually, despite seating only 8,000 guests per season.
Today, a similar demand is seen for the Springboks versus All Blacks matches in South Africa in 2024. Tickets for the Tests at Ellis Park on August 31 and DHL Stadium on September 7 sold out within minutes of their release.
To manage the demand, the Stormers have reserved some tickets for the All Blacks Test, available only through the purchase of season tickets for the 2024/2025 season. A top-tier ticket for the match costs R3,500, which is more than a season ticket covering 16 games.
Significant Commercial Impact
In a tough economic climate, high-profile rugby Tests against teams like Ireland or the All Blacks carry immense commercial value, often influencing the financial health of rugby unions.
The South African Rugby Union (Saru) charges a substantial fee for these prestigious matches, totaling R85-million for the six home Tests scheduled for 2024.
During their tour, Ireland played two matches, with the Bulls and Sharks each paying R15-million to host them. Tests against the All Blacks will be priced at R20-million each for the Lions and Western Province.
To address scalping, a registration and ballot system through an online platform was implemented. However, this system does not guarantee ticket availability, as demand greatly exceeds supply.
As Stormers chief executive explained, “We had the opportunity to set higher prices, but the fairness of ticket pricing is challenging. With demand far surpassing availability, and after removing bots and duplicates, we had 60,000 legitimate entries. Each could have bought up to four tickets, allowing us to potentially sell 240,000 tickets. The new ticketing system will improve our ability to recognize and serve loyal fans.”
How Will This Benefit Fans?
The Stormers view themselves as a “club,” focusing on active member participation rather than just passive support. This allows for flexible membership options and encourages involvement in various club activities like player events and practice sessions.
The new Ticketmaster system will track fan activity more effectively, making it easier for loyal members to access high-demand events like the All Black Test. It enables digital ticket transfers if a holder cannot attend, ensuring that seats are used.
“If a ticket holder can’t make it, they can transfer their ticket digitally by providing the recipient’s details,” said the chief executive. “They can also return tickets to the sales pool for resale.”
This system adds flexibility and value to memberships, rewards loyal fans with early access to premium events, and reduces the number of tickets available to the general public through a lottery.
