New Blues CEO Karl Budge Sets Course for Fan Engagement and Stadium Atmosphere
Auckland, New Zealand – – Karl Budge, recently appointed CEO of the Blues Super Rugby team, is prioritizing a renewed focus on fan experience as he takes the helm. Budge, who previously revitalized the ASB Classic tennis tournament, acknowledges the need to reconnect with supporters and fill Eden Park, even as viewership numbers remain strong via broadcast partner Sky TV.
Despite a 15 percent increase in viewership for the 2024 Super Rugby Pacific final between the Crusaders and Chiefs, Budge recognizes that television audiences don’t translate directly to stadium attendance. “The reality is more people watch Super Rugby than any other rugby competition or any other sports competition in New Zealand,” Budge stated, citing Sky TV figures. “That is the cold, hard evidence. That’s not opinion.” However, he also understands that a vibrant atmosphere within Eden Park is crucial.
Budge’s approach centers on creating an experience that extends beyond the on-field action. He believes that the game itself, while important, shouldn’t be the sole focus. “The ASB Classic went from 16,000 people through the gates when I started to 105,000 in my final year. I don’t think we got any more tennis fans,” he explained, highlighting the importance of building a compelling event around the sport.
Acknowledging the challenge, Budge admits he doesn’t have all the answers yet. “I certainly don’t have the answers yet. I’ve got a lot of listening and learning to do,” he said. His initial focus is on removing barriers to entry and fostering a sense of community. “I think our job as administrators, particularly with this young wave of people coming through, is to stop putting barriers up and go back to doing what rugby was about bringing communities together. 58 percent of people in Auckland weren’t born here, how do we how do we give this a place for them to see pride in their new home?”
Budge is also mindful of the existing fanbase. “We don’t want to alienate traditional fans. But what we need to do is do their favourite thing with sprinkles on top.” The Blues last filled Eden Park following their 2024 championship victory over the Chiefs, but Budge believes sustained success isn’t the only path to increased attendance.
He points to the success of other Auckland-based sporting franchises, like the Warriors and Auckland FC, as evidence that a thriving sports culture exists within the city. “We had dinner last night, all three of us (Auckland FC CEO Nick Becker and Warriors CEO Cameron George). We get on great guns…we worked together in a lot of other capacities, a real great amount of respect from each other.” Budge doesn’t view these teams as competition, stating, “The more people paying to attend live sport, the better it is for all of us. I do not see that we’re in competition with them.”
However, Budge recognizes that filling Eden Park presents a unique challenge compared to smaller venues like Mt Smart Stadium. He acknowledges the stadium’s size necessitates a greater effort to create an engaging atmosphere. “We can hide behind that, or we can go do something about it. We’re a city of 1.9 million people, getting to 30,000 people in a in a stadium shouldn’t be a fantasy.”
Budge’s broader vision extends beyond simply attracting fans to games. He believes rugby, as an industry, needs to do more to endear itself to the public. “That’s probably where, as an industry, rugby’s not done enough to endear itself to fans. We’ve had a wonderful product. But I think in 2026, product is not enough. You look at the best sporting occasions around the world, the best of indications are very rarely about the core product.”
He draws a parallel to events like Coachella, emphasizing the importance of the overall experience and sense of community. “How many people traipse halfway around the world to go to Coachella? It’s the experience, it’s the connection being part of the community, seeing yourself there. All of those things are what make those really special. The artists and the music is almost the bonus.”
Budge’s approach is characterized by a willingness to experiment and accept failure. “I think we have to be really open to failure,” he said. “And frankly, if we haven’t failed, we probably haven’t gone hard enough.”
The Super Rugby Pacific season is set to begin on , with the Highlanders hosting the defending champion Crusaders. Budge’s strategies will be put to the test as he aims to revitalize the Blues’ fanbase and bring a renewed energy to Eden Park.
