Afterpay expands to NZ ticketing as sport spending surges

Afterpay has expanded its payment service to ticketing platforms in New Zealand as entertainment orders on the platform rose 60% year on year in the last quarter.

The increase followed the addition of ticketing platforms and rugby clubs to its network, amid strong demand for live sport. High-profile fixtures such as the A-League final in Auckland and Warriors finals matches recently sold out within minutes, highlighting pressure on fans to secure tickets quickly.

Afterpay's New Zealand transaction data also points to a broader rise in sport-related spending, extending beyond tickets to apparel and related purchases. Sporting apparel purchases more than doubled during the Super Rugby finals window, rising 164%, and increased 116% during the FIFA World Cup window.

The figures suggest spending begins well before kick-off. Purchases started increasing about two weeks before major matches and tournaments as consumers bought jerseys, arranged tickets and prepared for social events around the games.

Sport spending

Sporting events have also had a notable wider economic impact in New Zealand. The inaugural Super Rugby Pacific Super Round in Christchurch drew 73,187 attendees, including 16,570 domestic visitors from outside the city and 3,924 international visitors. The event generated $13.1 million in visitor spending and more than 49,000 accommodation nights.

New Zealand Rugby reported that all six domestic All Blacks tests sold out, attracting more than 215,000 fans. It also reported that Super Rugby Pacific attendance rose 6% year on year despite fewer matches on the schedule.

In Auckland, the A-League Grand Final delivered an estimated $2.5 million net benefit to the region, with more than 3,000 fans travelling from outside the city. Those visitors generated 2,960 visitor nights and $857,099 in visitor spending.

The FIFA Women's World Cup in Auckland had an even larger effect. An impact evaluation estimated the tournament's net economic benefit to the region at $48.9 million, alongside 175,279 visitor nights and an $87.1 million lift in regional GDP.

Retailers have also felt the effect. Rebel Sport, which accepts Afterpay, reported higher second-quarter revenue, partly driven by demand linked to major sporting fixtures and strong performances by teams including Auckland FC and the Warriors.

Regional demand

Growth in sport-related spending was not limited to Auckland. Afterpay found that spending during the Auckland FC season and Super Rugby finals periods was comparable with, or stronger in, Canterbury, Waikato and Otago than in Auckland itself.

It also reported a sharp rise in purchases of Auckland FC merchandise as the 25/26 season progressed and the club's fan base expanded.

Francis Lovegrove, Strategic Partnership Manager at Afterpay, said the data showed sports-related spending was becoming more planned.

"Major sporting moments can have a surprisingly long consumer tail. Our data shows Kiwis are planning ahead, with spending on sporting apparel beginning to increase weeks before major events. Whether it's buying a team jersey, organising tickets with friends or getting ready to watch a tournament together, sport is becoming an occasion that people actively plan and budget for," Lovegrove said.

He said the effect stretched across sectors and regions.

"As New Zealand teams and athletes continue to perform on the international stage, we're seeing that enthusiasm flow through to retailers and entertainment providers, with sport-related spending extending well beyond the stadium and across the country," Lovegrove said.

The use of buy now, pay later services for live events also reflects how fans are managing group bookings and high-demand ticket releases. One customer, James B, described using Afterpay to secure seats for an All Whites match at Eden Park after friends decided to attend together.

"I had a bunch of friends that wanted to go and watch one of the football games at Eden Park earlier this year. It meant that I could purchase all our tickets at once. The Afterpay delayed payment option meant they were able to pay me back in their own time when it worked with their own pay cycles and I wasn't out of pocket either," James B said.

He said he had also used the service for FIFA Women's World Cup tickets and football merchandise.

"It makes things less stressful," James B said.