England win regardless of result

As around 80,000 fans march into Twickenham on Sunday morning, representatives from NZ Rugby might want to refrain from doing the mental arithmetic.

To do otherwise could risk spoiling their day, even if the All Blacks trounce England in the first encounter between the teams since 2014.

Calculating what the English Rugby Football Union known as the RFU in this part of the world, will earn from this test is a stark reminder, once again, of how much NZ Rugby misses out when it cannot clip the ticket in London.

It’s estimated the RFU will collect around $19.5 million from this match thanks to ticket sales, sponsorship and TV revenue. NZ Rugby will not receive one cent, because it’s scheduled inside World Rugby’s test window.

The host rakes in all the money. Just as NZ Rugby does when it hosts northern teams during the June test window, albeit in smaller stadiums and with punters having to pay much less for tickets.

All Blacks coach Steve Hansen joked in London this week that it ‘‘would be good if you guys (the RFU) shared a bit’’ and cut a 50-50 deal with NZ Rugby.

It changes nothing. But at least NZ Rugby, once again, have been able to put the message out there that they would like a share of the loot from these games.

The all-conquering All Blacks have been at the top of the World Rugby’s rankings for eight years, but success in great stadiums around the planet doesn’t bring in the bread.

Not unless games are arranged outside the official international window. When the All Blacks played the Wallabies and Japan in the Far East recently, they earned undisclosed fees from commercial arrangements. But the money they banked from those fixtures won’t go close to what the RFU earns from tests at Twickenham.

NZ Rugby CEO Steve Tew issued a sobering reminder of how difficult it was to make money several months ago when he revealed his organisation spends between $5-7 million more than what they earn in a year, with 36 per cent of revenue spent on paying players.

When England were running hot on their 18-game winning streak at the beginning of Eddie Jones’ coaching reign, everyone wanted the northern hemisphere juggernaut to play the All Blacks.

It would have held great appeal, with the clash of the titans guaranteed to make a small mountain of money.

Last year the RFU and NZ Rugby held discussions about arranging a game outside the official international window, but couldn’t come to terms.

NZ Rugby were offered a fee but declined, and suggested they receive half the gate takings instead. No deal, said the RFU.

So the All Blacks will keep charging through the northern hemisphere, entertaining the masses and getting little, financially, in return. Next weekend they meet Ireland in Dublin at the Aviva Stadium, which boasts a capacity of around 51,000. Again NZ Rugby won’t receive a bean.

Discovering ways to convert their successes on the playing fields, into cash remains a key part of the plan.

The current broadcast deal with Sky, the sole TV rights holder for tests, expires after 2020 with Sky.

When those rights are up for grabs, and they could be snapped up by Sky or any of the digital giants, NZ Rugby may have more financial security if they can negotiate a better deal.

In the short-term they shouldn’t bank on the RFU throwing them a bone. Not when it comes to talk of a 50-50 slice of the gate-takings at Twickenham.