South African and New Zealand rugby unions are exploring a plan to make the Springboks–All Blacks rivalry a regular, revenue-generating series after South Africa claimed the 2026 encounter 3–1, according to reporting by Daily Maverick.
Big fixtures, long horizons
Under the discussions, matches during a similar window would be hosted in New Zealand in 2030, and both unions have agreed in principle to a tour to South Africa in 2034. No binding contracts for those future tours had been signed at the time of reporting.
The move follows the recent international tournament calendar: South Africa last hosted the Rugby World Cup in 1995 and New Zealand in 2011. With Australia set to host the 2027 Rugby World Cup and the United States due to host in 2031, neither the South African Rugby Union nor New Zealand Rugby is pursuing the 2035 World Cup hosting rights, Daily Maverick reported.
Why the series matters
The idea of a recurring rivalry series is simple: regularise high-demand fixtures between two of world rugby’s biggest brands to create stable revenue and predictable scheduling. For South African rugby, recurring high-profile matches against the All Blacks provide ticket revenue, sponsorship appeal and broadcast value; for New Zealand, the drawing power of the fixture is equally important — even as the union confronts financial pressures.
- 2030 – proposed New Zealand-hosted matches in the same series window;
- 2034 – in-principle agreement on a tour to South Africa (no contracts yet);
- 2026 – South Africa won the series 3–1.
New Zealand Rugby’s fragile finances
Daily Maverick cited a confidential New Zealand Rugby (NZR) internal document that paints a stark financial picture for the union over the coming five years. Key figures in the report include:
| Item | Figure |
|---|---|
| Forecast net loss (2027) | NZ$27 million |
| Cumulative losses (2027–2031) | NZ$66 million |
| Cash reserves — current | NZ$144.7 million |
| Cash reserves — projected | about NZ$72 million |
The internal analysis reportedly describes the union’s financial model as unsustainable. In 2025 NZR posted record revenue of NZ$304.2 million but still closed the year with a NZ$7.5 million loss, the reporting says.
For 2026, NZR’s forecast suggested the men’s All Blacks squad was likely to be the only profitable line of the organisation’s portfolio, with a projected profit of about NZ$38 million. Meanwhile, the new domestic broadcast deal with Sky for 2026–2030 was reportedly valued at about NZ$75–80 million, down from roughly NZ$111 million under the previous contract.
NZR has chosen to exclude overseas test-match rights from the Sky package and plans to sell those fixtures separately. The reporting noted that the All Blacks’ match in Baltimore generated about NZ$9 million — described as the All Blacks’ record earning from a single match.
Implications for South African rugby
For South African rugby, a formalised rivalry series with the All Blacks offers a route to steadier income and marquee fixtures at home and abroad. It also dovetails with a global calendar that places major World Cups in Australia and the United States over the next decade, leaving room for bilateral innovations between unions.
However, the scheduling and commercial arrangements will need clear contracts and guarantees for both unions. New Zealand’s financial headwinds underscore the importance of robust revenue-sharing and broadcast deals if the series is to become a reliable income stream rather than an occasional blockbuster.
The idea remains in the discussion phase: matches are planned or agreed in principle for future windows, but the unions have yet to sign binding agreements. For supporters, administrators and sponsors, the headline is simple — the rivalry that has driven world rugby for a century could be repackaged for the 2030s, but the fine print will determine whether it delivers the stability both unions say they seek.
