The IRFU has defended its ticket pricing strategy for men's senior internationals at the Aviva Stadium, saying it is the "commercial reality" the sport is facing.
Ticket prices for Irish rugby games have increased considerably in the last decade, with supporters attending this Saturday’s meeting of Ireland and South Africa being charged just under €160 for a category A ticket.
On Wednesday, the IRFU confirmed a deficit of €4.2m for the year ending 31 July 2025, although they are claiming to be in a "robust" financial position, with cash and cash investments of €62.6 million, no debt, and net assets of €81.6 million.
Despite criticism of the ticket prices, attendances have not been affected at Six Nations or this month's Quilter Nations Series, with Saturday’s game against the Springboks set to be sold-out, just as it was against Australia last weekend, while there was a crowd of 50,060 at the first home game of this month against Japan.
"It is the commercial reality," IRFU chief executive Kevin Potts told RTÉ Sport.
"We're trying to run a major sport here. We're trying to fund five or six professional rugby teams.
"They [ticket prices] are benchmarked annually against the unions we're playing against, primarily in the Six Nations, and other major events that are happening here in Ireland. We do take them very seriously and we want to make them as affordable as we can for our fan base.
"However, we have the smallest stadium in the Six Nations and we have four or five games a year in which we must generate as much money as we can, which goes back into investing in our men's and women's national teams and also to invest in the grassroots of the game. So we must generate the income we require. So it's a balancing act.
"But thank you to those fans who continuously turn up here and fill the Aviva Stadium when Ireland are playing."
Professional game costs rose from €43.8m to €46.4m in the 2024/25 year, although the union are expecting to save just over €1m after axing the men’s Sevens programme.
And Potts says ticket sales remain crucial to funding the game.
"We have to generate the revenues we need to do so [to fund professional teams] and also to invest back into the game. We don't make surpluses or profits. Everything we generate out of the games here through ticket pricing and broadcast and all of the sources of income that we have go back into the game.
"So it's vital that we maximise the opportunities we have here. And I want to thank our fans for continuing to support us," he added.
The 2024/25 financial report does not include money generated from the recent meeting with New Zealand in Chicago at Soldier Field, which was a lucrative venture for Irish rugby.
And with a Men’s World Cup set to take place in the USA in 2031 and a Women’s World Cup in 2033, Potts is hoping Ireland can continue to tap into the US market.
"In terms of the commercial success of the game, it was very successful for us. It delivered far more than we had budgeted.
"And it's something that we would like to continue to replicate in the USA should opportunities arise over the next period of time, especially in the run-up to Rugby World Cups 2031 and 2033.
"There is a massive Irish diaspora in the US. We were able to sell out the game in the Soldier Field and we would be confident that we can replicate that around the USA in cities where there are large Irish populations.
"That's something we are currently actively exploring, especially, as I said, in the run-up to Rugby World Cups 2031 and 2033, together with the World Rugby team."
If Ireland are to return, Potts admits they will work with organisers to ensure the fan experience is better than 2025.
The production of the recent showdown against the All Blacks was heavily criticised by those in attendance, with a lack of crucial replays in the stadium and the quality of the pitch among the issues.
"I think the delivery of the game itself in terms of production and fan experience is something that will need to improve. I don't think there are any disputes about that," the Irish rugby chief said.
"I was in Soldier Field for the first time. It was actually an incredible atmosphere. To see so many Irish fans wearing green around the stadium and in the run-up to match day was quite special.
"We've had a full debrief; Ireland, New Zealand and the promoter of the game. Those learnings will definitely be brought into future games in the USA, especially as the USA starts to prepare for Rugby World Cup in 2031 and 2033.
"Clearly, connections between the things we take for granted, such as connections between the big screen and match officials, all of those things need to be addressed by the promoter of the fixture going forward."
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