Why are Lions tickets so expensive? The ARU's response

I just forked out $425 for me and my best mate to watch the 2nd Lions test match and the Rebels match on the same week, in my adopted home town of Melbourne. Geez, it was hard to justify to "my better half" but one hell of a lot cheaper than my last couple of trips over to NZ (for RWC 2011 & the 2005 Lions test match vs the All Blacks in Auckland) where we had to pay $400 a night to stay in a crappy hotel which was way out in the sticks, on top of the cost of purchasing match tickets. My only concern is that as a Scotsman, I will probably be bitterly disappointed again by the lack of Scots running on for the Lions during the actual test series.

Just like after the 2003 RWC you mean?

They will be awesome. What will also be awesome is that SkinnyKid will be sitting in his $295 seats bemoaning the fact that the game wasn't worth the money. And the ARU and those who didn't buy into the BS will be at home or in the pubs - laughing our backsides off!

That's pretty lame from the afl. One more reason NOT to watch footy!!!

Got mine @ $245. Cant wait. Its still less that I paid to go to a Wallabies test at Twickers in 2002.

Yes, yes it does. As with anything in the free world a market decides the price of something. you understand not all the tickets were $300...some are as cheap at $95 to the test matches. You finally said your point ''north of $200 is a truckload to pay for any event and takes it out of the reach of most (me included)'' So you expect lower prices because you can afford it....if that isn't the entitlement culture then I'll go jump. Actually that could be to poster boy.....

KiwiDave - yeah, ok, it was a moan, but hell, north of $200 is a truckload to pay for any event and takes it out of the reach of most (me included) - which was my point I suppose. Wow SkinnyKid - you sure did smash me! Yes, the tickets have sold out, you are right and was naive of me to suggest they would'nt. But suggesting that $300 is a bit much for a ticket to a rugby match classifies as indicative of an 'entitlement culture'? Really?

The whinging entitlement culture just keeps getting stronger and stronger in Australia. It really is shocking. So in summary BetterRedThanDead and Wally James you expect the ARU to lower the prices to what level? What level is good for you guys? what would make you happy? how much money should the ARU and the other stakeholders forgo because you can be comfortable? And tell me why? why should they cut the prices? Even if they were all $300, which they are not, why should they cut them? I cant see any actual reasons you have given..... BRTD, the ARU even give you some level of equation based on the RWC finals which you scoff at only to come back to compare it to Reds tickets...strange. The ARU have a duty to maximize profits while sharing rugby to the masses. They would have looked at pricing structures and revenue models for months getting it where it is today. I think I trust them more than your argument that "the tickets are too expensive...... cos they just are....''

BRTD few things: 1) you didnt actually send this did you? ''I really think that you boys need to have a good hard think......'' 2) you say '' We don’t expect them to win'' and refer to be speaking on behalf of 'punters'....amazing 3) ''I fear that mine and others opinions on such matters are unlikely to drive any meaningful change, however perhaps sluggish general demand from the public for these tickets might'' you do understand that almost all the pre-sale tickets were sold out in a few minutes today?

Jutsie and Kiwi Dave I got Tahs 2 game membership last Friday, best $38 i ever spent. Got my rugby ID number and got Lions tickets for each test match. Brilliant.

Very happy, my mate on ticketmaster got 4 standing tickets and I got 4 bronze tickets for Sydney and Brisbane. For me alone it cost about $300 for the whole lot including charges. I'm so happy with that, sure I might not have the best seats but the atmosphere in and around the ground will be amazing and I'm sure well worth, really can't wait. No.1 on bucket list. See Lions in all three tests, tick.

Cannot understand why people like you biatch and moan about the price. It happens once every 12 years. If you want to go to premium sport events then expect to pay a high price. The Lions Tour, like it or not, is a premium sports event, and it will be sold out. Will the game be a good one? Maybe or maybe not but the atmosphere in the crowd will be one of those once in every 12 year events when 30,000+ lion supporters get in full voice. As for the Reds playing in front of a capacity, parochial crowd, you might find the locals drowned out with the support of the Lions which will most likely outnumber the wallaby supporters. I think aside from the ANZ stadium game, you might find more Lions supporter at every match on their tour

Like Wally I took my feelings regards Lions tickets to the ARU (see below)- and wihin 24 hour receoved an almost identical response. I can only predict that they have a pre-packaged email on the shelf ready to go: 'Whilst I have read an official response from the ARU on ‘The Roar’ website regards the logic behind the pricing of the Lions tour games in 2013, I wanted to add my comments to those of others (Tim Horan et al) in some hope that future ticketing might in some way be more reflective of the value of Wallabies rugby against other forms of entertainment. The ARU must dispense with its seemingly unapologetic elitist and tunnel visioned views on what constitutes a reasonable price for these games. As a comparison, I paid $575 for Platinum Reds membership this year – a price that included a tour match against the Lions – so that is 720 minutes of rugby or 9 games at $64 each. If I purchased my seat for the Wallabies versus the Lions fixture (potentially a lesser spectacle if the past 2 years of Wallabies games are any indication) I would be paying the equivalent of 51% of a full year Reds membership – to watch 80 minutes of rugby. I really think that you boys need to have a good hard think about who they want to be at Wallabies fixtures and what price is acceptable. If your strategy is to drive supporters back to their living rooms in lieu of putting them through the turnstiles, then you are doing a marvellous job. If not, then you are simply reinforcing the widely held (and expressed) views that the ARU is arrogant and has lost touch with its grassroots support base. Very, very disappointed and you guys should be doing much better than this’. Their response: 'Thank you for your correspondence regarding the ticket prices for next year’s three British & Irish Lions Tests. We acknowledge increases, however there was significant thought, research and discussion undertaken before ARU settled on the prices for the Tests in Brisbane, Sydney and Melbourne. As you would be aware the British & Irish Lions tour Australia only once every 12 years. The infrequency of the event – there will be a further three Rugby World Cup tournaments played before the Lions next return to Australia in 2025 – certainly adds to the lustre of the occasion. The Tour is a special event, one that players will experience only once in their careers, and it is acknowledged worldwide as surpassed in importance only by the Rugby World Cup. To that end, we considered a Lions Test to be of equivalent standing to a Rugby World Cup quarter final. At the 2011 RWC in New Zealand, ticket prices for quarter finals ranged from $150 to $380. While at the 2003 RWC in Australia, prices for quarter finals ranged from $95 to $295 – precisely where they have been set for the Lions Tour a decade later. In comparison to other events, the Lions Tour to New Zealand eight years ago saw prices rising to $300 a ticket; and on the domestic sporting scene 2012 AFL grand final tickets started at $176.50 up to $390. ARU believes the rarity and status of a Lions Tour does deserve a premium for Test tickets, and early demand suggests it is warranted. At the same time, we have sought to make the Tour matches extremely affordable and, in fact, have pitched prices below what might be considered “market value”. The prices for the Lions games against the five Australian Super Rugby teams are basically in alignment with what those clubs charge for a regular Super Rugby match. We believe this offers exceptional value for money. Entry prices are as low as $15 for adults with no non-Test match prices over $30 for a bronze category seat. I trust the above provides full transparency and a greater understanding of the reasoning behind our ticket price decisions. Regards Australian Rugby Union Ltd' Just seeing if I could keep this sparkling exchange going, I have followed up today with: Could I thank you for your very quick and comprehensive response to my correspondence; it is appreciated. Whilst I am not seeking for this to become a debate, I did want to pick up on a couple of points you have made. First, punters are paying a premium to witness rare, high quality entertainment. It has to be said that the Wallabies in their encounters before and since the 2011 RWC have not delivered this at all consistently. We don’t expect them to win, but we certainly expect them to perform to an expected standard against quality opposition. To pay $200 to $300 per seat on the hope that this is the case is not realistic. If the Lions were touring NZ, then I would have absolutely no problems paying this type of money, simply because in all likelihood the match would showcase some excellent rugby between two outstanding teams. I acknowledge that the Lions tour is a special event for the players, but frankly as a viewer, I could not really care less – after all, I am paying to watch them play, whilst they are being paid to play. Not quite sure what you were getting to with that point. The RWC is the pinnacle of world rugby, one of the highest profile events on the planet. The Lions tour is infrequent and special, however the two are not in the same league. If the basis of comparison for ticket pricing was the quarter finals at the RWC then I fear that you guys have missed the point. I concede that the ticketing for the tour matches is extremely affordable, a point that I made in my letter. But why then should I pay $295 for my platinum seat to see the Lions play the Wallabies, when I paid $65 a few weeks before to sit in the same seat watching the same Lions team play the Reds in front of a capacity, parochial Suncorp stadium? Thanks again for your response. I fear that mine and others opinions on such matters are unlikely to drive any meaningful change, however perhaps sluggish general demand from the public for these tickets might. Will post the response (if received) and if anyone gives a damn.

Find yourself some friendly British Lion supporters to sit with Jutsie. You'll have a ball

I got a ticket to that game included in my membership but they said its reserved seating allocation so am tempted to buy tix so i can sit with my mates instead of by myself.

yeah member pre-sales. If your a tahs member you would have been sent an email with the code

Got myself some Rebels British Lions tickets as well today. They were pretty good at $25 each. That one is at AAMI so that will sell out easily.

If you were registered on the www.rugby.com.au website you use your ID there. That was the pre requisite. It is free to join the site. Membership costs nothing and they regularly do pre sales and specials.

Ha sounds like a plan. I got my tix back in december when the rebels foundation member tix went on sale but I didnt think to look at whether they were impeded view or not

So the tickets today are ARU magic number holders only?