Beyoncé and K-pop Absent Thus Argentina v South Africa Will Have to Enhance RFU’s Revenue
A quick look regarding Twickenham’s forthcoming fixtures and, alas, once more no the pop superstar. No major musical events for Mr Sweeney at this time. Indeed, the Rugby Football Union’s goal to stage additional music events and thereby pay for its £660 million redevelopment has met with a slight setback.
A council paper, seen by the Guardian, notes: “Given the uncertainty regarding the capacity of train services to accommodate the predicted increase in travelers, there exist serious issues about the additional demand placed on the local infrastructure by spectators and if this requirement can be properly addressed. This is likely to result in a significant nuisance for local inhabitants.”
The issue is not impossible to solve but you’d do well to find seasoned rugby fans who think otherwise.
Simultaneously, a lengthy planning discussion recently to discuss the union's event permit request showed that there have been 192 complaints, 13 supportive comments. A decision is due soon but the official result will be conclusive in a procedure that will extend into 2026.
Meanwhile, the union’s predicament was clearly demonstrated after a planned K-pop show was abruptly transferred to the more compact yet more contemporary O2 venue.
Evidently the stadium fails to pull in the calibre of acts it needs to fully utilize its massive venue given its current facilities and limitations.
Relocating Elsewhere Seems Somewhat Unlikely
But the RFU’s determination to maximise its greatest asset brings us nicely on to this weekend's match at Twickenham.
It is expected to be a dramatic conclusion to the most thrilling rugby competition in years, upwards of 70,000 are anticipated and it is unquestionably a revenue-generating event.
The match is operated by a specialist events company and an industry expert, with extensive background doing similar in Barbarians matches at Twickenham and says, “as with most things it's typically driven by commercial reasons. It’s fair to say each stakeholder are content with what they’ve entered into.”
Argentina Playing Host
Argentina are the “home” side – just as they were when facing Australia back in 2016 – and they initiated the move to reach out to Twickenham.
They are set to earn much greater returns versus staging the game took place in Argentina, which provides an all-the-more-welcome cash boost given there is no the annual tournament next year and logistically it is sensible.
The journey following the previous fixture overseas is easier with only one exception of their first-choice players on Saturday play in either England or France.
South Africa’s Role
The Springboks are visiting, simply along for the ride, but this is the third time during a three-year period they play a match in London in which England are not involved.
The organization, accordingly, obtains a substantial rental payment plus additional income from the bar takings which should match in the same ballpark a home nations match given the bumper crowd that is expected.
As management has conceded, the stadium is the union's primary revenue source.
Should anyone be shocked the union is increasingly letting their rivals access their revenue stream provided they can pay?
South Africa's Cooperation
The Springboks might just be eager competitors however, it's deliberate this game is viewed as particularly appropriate to take to Twickenham.
As one insider put it lately, the team bridges northern and southern rugby these days with their club sides playing in the United Rugby Championship.
The expat community in London drives robust demand and the timing is sympathetic to supporters back home.
They come to Twickenham confident that it benefits to their ambitions to enhance their profile worldwide, all the more so if they secure victory in London convincingly.
Upcoming Games and International Plans
Additionally, they plan to stage the Kiwis for a major rivalry event next summer, that will develop into a quadrennial, reciprocal tour, and a fourth “neutral” Test has been mooted, most likely in Europe, maybe again at the London stadium.
The Springboks may simply be the away side on Saturday however, it's noteworthy when Bongi Mbonambi will match Tom Curry's record of successful appearances since the summer of 2023 if South Africa prevail in the Argentina match.
And the RFU, it seems, is quite pleased to host them - previous disputes like the negative consequences of the World Cup match and public statements by the coach about officiating decisions evidently set aside.
London as International Hub
Indeed, increasingly it feels the venue is being marketed as Europe's premier neutral location.
As Berrick points out, ‘across Britain we host international events. We’ve got NFL matches here, international soccer teams visit, baseball is played, the nation loves sport”.
It doesn't help develop new territories – one wouldn't attempt to develop cricket fans by staging a match at the historic ground – but the odd Twickenham trip is increasingly justified.
