The 2026-27 Prem Rugby season has seen an 8.5 per cent dip in overall attendances across its opening three rounds and 15 fixtures compared to the same period last year. This comes despite fresh investment in several clubs, leading to a mixed bag of ticketing success.
Newcastle Red Bulls, purchased by energy drinks giant Red Bull last August, have bucked the trend. Their opening fixture against Leicester Tigers in round two was a sell-out, marking a 60 per cent increase on the equivalent match last season. This offers a boost for the northern club after years of struggling attendances.
In contrast, Exeter Chiefs, recently acquired by Premier League club Bournemouth's owners Black Knight, have experienced a different story. Their opening match against Gloucester Rugby drew just 8,600 fans, having been a sell-out last season. Their subsequent game against Newcastle Red Bulls saw only 7,000 attendees, prompting the club to close one of their terraces.
Bath Rugby, with vacuum tycoon Sir James Dyson acquiring 50 per cent this year, saw no change in attendance for their solitary home fixture, which was a sell-out against Exeter Chiefs, mirroring last season. Gloucester saw a small increase for their match against Harlequins, while Northampton Saints recorded an increase against Bath and a second sell-out against Newcastle. Leicester Tigers experienced a 5,600 fall in attendance for their match against Gloucester compared to last season.