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She is arguably the biggest drawcard in the world and attracted $3.1 billion in ticket sales on her highly publicised Eras tour.
But in Sydney, Taylor Swift will have to take a back-seat to rugby fans after the British and Irish Lions final Test against the Wallabies at Accor Stadium last weekend netted just over $20 million in ticket sales. That makes it the biggest single-day gate in the ground’s history, beating the total for Swift, who played at the venue in February 2024.
Each Swift concert grossed between $19 million and $20 million at the gate, according to sources with knowledge of the matter who are not authorised to comment publicly.
The Wallabies’ win over the Lions in Sydney in torrential rain was also the biggest sports crowd of the year at the stadium with 80,313 spectators.
There were 40,000 overseas fans on travel packages at the match and almost all were Lions fans on tour packages. Swift attracted 81,000 for each of her four concerts in Sydney.
The next highest sports game this year at the stadium was game three of State of Origin, which attracted 80,256 fans to Homebush to see NSW lose the series against Queensland.
The Lions Test also had record beer sales for the venue, with $4 million spent on food and beverages at Accor Stadium last Saturday, helped by an enforced 30-minute break due to the threat of lightning.
Max Jorgensen of the Wallabies dives over to score a try during the third Test against the Wallabies. Credit: Getty Images
Ticket prices for the Lions tour were priced higher than Swift’s concerts. Fans who wanted to attend the final Test paid between $149-$649, whereas Swifties were charged $79-$379 to see the Eras Tour.
Swift also sold VIP packages that combined tickets for the concert with exclusive merchandise that were priced from $349-$1249.90. Swift sold more than $20 million worth of merchandise over her four nights in Sydney – more than double that of any other artist at the venue.
A record 453,237 people attended nine Lions games across five weeks, comfortably beating the previous highest attended tour on record in Australia (389,400). Lions chief executive Ben Calveley has committed to returning to Australia.
The first Test in Brisbane was a 52,500 sell-out at Suncorp Stadium and the second Test in Melbourne was the highest crowd for a British & Irish Lions match, with 90,307 fans watching the Wallabies’ three-point loss to the touring side at the MCG.
Up to 40,000 British and Irish Lions fans travelled to Australia. Credit: Sitthixay Ditthavong
Speaking on Sunday, Rugby Australia chief executive Phil Waugh credited the Lions tour for bringing crucial funds to the game.
“I think that when you speak to the Lions executive, they’ll share with you that it’s exceeded expectations,” Waugh said.
“I’ve always said that it’s a really good opportunity for us to reset the balance sheet and be transparent around the fact that we’ve got the debt facility and ideally we get that down as quickly as possible, given the cost to carry it.”
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