The Welsh Rugby Union has cut the price of student tickets for Saturday's clash against New Zealand to just £20. A flash sale went live on Tuesday, four days before the game at the Principality Stadium.
Discounts on upper tier and premium seats
Upper tier student tickets, priced at £62.50, have been reduced by more than 63%, including booking fees. Premium Category B tickets near the halfway line, previously unavailable to students and still priced at £98 for adults, are also part of the £20 sale.
The move is part of the governing body's efforts to boost crowd numbers for the fixture and maximise revenue to reinvest in Welsh rugby. Matchday ticket sales and in-stadium spending remain the biggest income source for an organisation that recently reported annual losses of £18m.
Previous sales and attendance trends
A flash sale for the Wales v Australia game on November 21 was held last month, offering students tickets for £10. That match has been a tough sell due to its 8.10pm kick-off.
Last weekend's opening fixture against Japan, targeted at families, drew an attendance of 52,425, significantly down on the 61,324 who attended the same fixture a year ago. Last year's New Zealand game drew 68,388, the lowest crowd for that fixture at the stadium, and only the second time the visit has failed to attract more than 70,000 supporters.
Challenges and statements
Wales' on-pitch struggles, off-field disharmony, and the rising cost of living have weakened the pull of Wales matchdays. Filling the stadium is vital to Welsh rugby's future given the Union's reliance on ticket revenue.
The WRU said in a statement in October: "The All Blacks match is a showcase fixture celebrating the heritage and rivalry shared between the two world nations who hold rugby dearest to their hearts, a game known for the best rugby can offer from hakas and anthems to try fests and last minute winners."
Overall ticket sales rates for Wales internationals continue to be encouraging, with large sections sold out for 2027 Six Nations matches and significant attention on the Wales women's home clash with England. The statement added: "We do not take existing support for granted and will continue to market our games to different audiences throughout Wales, as it is hugely important to Welsh rugby that our flagship matches draw the biggest crowds possible, with all proceeds fed back into the whole game in Wales."
Tickets for the Wales v New Zealand and Wales v Australia matches remain available via the WRU's ticket website.
