Rugby World Cup Experiences Event Director David MacCallum is hoping to attract a fresh new audience while replicating some of the biggest moments in the game as part of the RWC Experiences 2027 programme.
The official ticket-inclusive packages went on sale for the opening match, quarter-finals, semi-finals and final last week, with a host of unforgettable experiences offered throughout the range of packages.
Secure your home tickets for the 2025 Rugby Championship today!
This includes facing a replica of the Haka from the All Blacks as patrons are taken into an immersive room that replicates what it feels like to face the fierce challenge.
“You could smell the Dencorub that was around that room that we're in, and you almost feel like you're ready to walk out,” Wallabies legend Matt Giteau told Rugby.com.au
“You got the taste of what we go through as players, which I think is so unique.
“I swear, myself, Drew [Mitchell] and Adam [Ashley-Cooper], we all got goosebumps in that experience. That's what it's like to face the haka.
“Getting to stand in front of that, you're not as close, I think, from a game point of view, you're probably another ten metres back, but still looking at the players...it's a cool experience and it's spot on. It's exactly what you would experience when we're playing.”
On top of this, there are opportunities to take photos with the William Webb Ellis Cup while sampling and enjoying some of the best produce Australia has to offer.
Each package will be tailored to the specific city, with games set to be held across the country.
MacCallum was eager to draw upon what makes Australia so special to create a brand range of experiences and completely immerse patrons beyond just match day.
“We spent a lot of time in the off-season looking at trying to think about what has worked in previous tournaments, what's happening on the global stage, what's happening domestically in Australia,” he said.
“Really it's not just about the match day, it's actually beyond the match day. It's about what's happening in the lead-up during the week, what are those experiences that people can really dive into and the hype and the build-up is normally just as exciting as going to the match itself.
“We'll have a program for every host city and we'll be providing hospitality and experiences all around Australia and there's so much that Australia's got to offer and everyone's buying in from the tourism bodies and I think it's really exciting that we're really lined up with a lot of the bodies that count to make sure that it's a fantastic experience for all customers.”
For Ashley-Cooper, who went to four World Cups, the memories of past campaigns come flooding back such is the detail and authenticity the experiences go into.
“It takes you all back," he admits.
"I was explaining this on the weekend or something, it's really hard to walk into a stadium now and not go through your pre-game process as a punter and not feel the nerves.
“Being able to be part of this activation really and start to get eyes on kick off and the start line of Rugby World Cup here now, I know it's pretty cool and pretty special.”
