Beyoncé and K-pop Absent So South Africa vs Argentina Will Have to Increase RFU’s Revenue
A rapid scan regarding Twickenham’s scheduled activities and unfortunately, again no Beyoncé. No Bills, Bills, Bills for Mr Sweeney at this time. In fact, the RFU's ambition to stage further live performances and thus fund its £660 million redevelopment has met with a slight setback.
A council paper, seen by a major newspaper, states: “Given the uncertainty regarding the capacity of public transport to handle the predicted increase in passengers, there exist serious issues about the extra pressure put on the local infrastructure by attendees and if this requirement can be satisfactorily managed. This could cause a significant nuisance for the community.”
It is far from insurmountable but few would disagree seasoned rugby fans who think otherwise.
At the same time, a lengthy planning discussion recently to discuss the union's event permit request showed that there were 192 objections, 13 in favour. An outcome is expected soon but the final decision will be definitive in a process that will continue into next year.
In the meantime, the organization's challenge was neatly summed up when a scheduled summer K-pop concert was hastily relocated to the more compact though updated O2 arena.
Clearly the union is unable to draw the calibre of acts it desires to fully utilize its massive venue because of present arrangements and limitations.
Moving to Milton Keynes Still Feels a Bit of a Stretch
Yet the organization's commitment to maximise its main property brings us nicely on to Saturday’s Twickenham clash.
It is set to be an exciting finale to the most captivating Rugby Championship recently, over 70,000 spectators are expected and it is definitely a revenue-generating event.
The game is managed by an experienced promoter and a seasoned professional, with a long track record organizing comparable events for the Barbarians side in London and comments, “as with most things it’s usually based on business factors. It's reasonable to state all parties involved are satisfied with what they’ve entered into.”
Argentina Playing Host
Argentina acts as the host team – similar to previous occasions in the match with Australia several years ago – and they initiated the move to reach out to Twickenham.
They are set to earn much greater returns compared to hosting the match was organized domestically, which provides a particularly useful revenue stream considering the absence of Rugby Championship next year and operationally it is sensible.
The journey following last weekend’s match in Durban is more forgiving with only one exception of their main squad on Saturday compete in England or France.
South Africa's Involvement
South Africa plays as the opponent, simply along for the ride, but this is the third time over three seasons they compete in a game at Twickenham where England isn't playing.
The organization, accordingly, gets a significant venue charge as well as things like the bar takings which promise to be comparable to a home nations match considering the large attendance that is projected.
As management has conceded, the venue represents the organization's financial backbone.
Should anyone be shocked the organization is more frequently allowing opposing nations have a squeeze of the udders if they are willing to pay?
South Africa's Cooperation
The South African team could be eager competitors but it is no coincidence this game is viewed as most suitable to stage at the stadium.
According to a source this week, the team bridges northern and southern rugby nowadays with their club sides competing in the URC.
The expat community in London drives robust demand and the timing is sympathetic to supporters back home.
They come to Twickenham safe in the knowledge that it won't hurt their goals to strengthen their brand internationally, especially should they win the championship in London convincingly.
Future Fixtures and Global Strategy
They are also set to welcome New Zealand for a major rivalry event in 2026, which will become a quadrennial, reciprocal tour, with another neutral venue match has been mooted, possibly on the continent, maybe again at the London stadium.
The team could be the away side on Saturday but it is saying something that Bongi Mbonambi could equal Tom Curry’s tally of successful appearances in recent seasons if the Springboks are victorious versus Argentina.
Meanwhile, the union appears, is only too happy to welcome them - previous disputes like the negative consequences from the 2023 World Cup semi-final and Rassie Erasmus’s social-media posts regarding match officials evidently set aside.
The Stadium's Growing Role
In fact, it seems more and more the stadium is being established as the northern hemisphere’s premier neutral location.
As Berrick points out, ‘within the United Kingdom we embrace global competitions. American football games are staged, international soccer teams visit, MLB games occur, it’s just a sports-mad country”.
It is no way to break into new territories – you wouldn’t seek to attract a new cricket audience by staging a match at the traditional venue – but occasional visits to Twickenham is increasingly justified.
