Kiwi sports fandom is driving sales beyond the stadium

Super Rugby Pacific Super Round drew 73,187 attendees in Christchurch.
By Uyen DuongOct 28, 2026
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Sports events are driving spending across apparel, merchandise, home entertainment, hospitality and accommodation in New Zealand. Afterpay data shows purchasing activity rises about two weeks before major fixtures, creating opportunities for retailers across sectors.

New Zealand Rugby reported that all six All Blacks home Tests sold out, attracting more than 215,000 spectators. Super Rugby Pacific attendance also rose 6 per cent year on year despite fewer matches.

The impact extends to tourism and accommodation. Christchurch’s inaugural Super Rugby Pacific Super Round attracted 73,187 attendees this year, generating $13.1 million in visitor spending and more than 49,000 accommodation nights.

In Auckland, the A-League final in May generated an estimated $2.5 million in net economic benefits. The FIFA Women’s World Cup in 2023 generated $48.9 million in net economic benefits, 175,279 visitor nights and an estimated $87.1 million increase in regional GDP.

Afterpay data shows sportswear spending increased 164 per cent during the Super Rugby finals and 116 per cent around the FIFA World Cup. Spending on TVs and home entertainment equipment rose 55 per cent during the Super Rugby finals, 50 per cent around the FIFA World Cup and 43 per cent across Auckland FC’s season.

Millennials accounted for the highest purchasing volumes, while Gen Z and Gen X also recorded growth in sport-related categories.

Afterpay strategic partnerships manager Francis Lovegrove said major sporting events could influence spending beyond match days.

“Major sporting moments can have a surprisingly long consumer tail,” Lovegrove said. He said spending linked to New Zealand teams and athletes was also benefiting retailers and entertainment providers nationwide.

Spending growth was not limited to Auckland. During Auckland FC’s season and the Super Rugby finals, Canterbury, Waikato and Otago recorded comparable or higher growth in sport-related spending than Auckland.

Demand for live events also contributed to growth in entertainment transactions. Afterpay entertainment orders increased 60 per cent year on year in the previous quarter as ticketing platforms and rugby clubs joined the platform. The A-League final in Auckland and recent Warriors qualifying matches also sold out within minutes.

Rebel Sport reported higher second-quarter revenue. The retailer attributed sporting goods sales growth to sporting fixtures, the FIFA World Cup and interest in Auckland FC and the Warriors.

• Further reading: Trade Me data reveals Kiwis’ sporting fever.