You maybe aware that the rugby game this morning (NZ time) between Ireland and the New Zealand All Blacks in Dublin created history. It was the first time that Ireland have beaten the All Blacks on Irish soil. Remember they did beat the ABs in Chicago two years ago.
Irish supporters, including myself, will take great pleasure in talking about such a result – lets face it we lost it in the last few minutes 5 years ago on Irish soil at Croke Park in Dublin. What all this alludes to is the fact that as part of this entertainment comes without the public paying for it, the public benefits from an externality.
Those who travelled to Dublin (and those local supporters) for the game and will have no doubt spent a significant amount of Euros tonight in the bars and restaurants around town. Nevertheless the satisfaction (utility) derived in Euros from the game would have been much greater than the price they paid for the ticket. This suggest that there is a lot of consumer surplus present – the difference between the price that a consumer WOULD BE WILLING TO PAY, and the price that he or she actually HAS TO PAY. The success of the Irish team will boost merchandise sales and interest for the World Cup next year in Japan but more importantly it has been good for rugby in general with throwing the World Cup wide open. When the All Blacks play overseas there are significant externalities whether it be the revenue generated in hosting the match or the social benefits to society. Furthermore the lead up to the game brings about a sense of delayed gratification (Behavioural Economics). Looking ahead the fact that people have paid for tickets to the World Cup means that they can reap the pleasures of anticipation of being there. Research (Smarter Spending – see previous post) shows that owning material things from expensive homes to luxurious cars turn out to provide less pleasure than holidays, concerts or even witnessing Ireland beating the All Blacks – where were you when Ireland beat the All Blacks in Dublin? With Ireland’s win national pride increases, along with patriotism and people feeling better about themselves. This is turn brings people together and boosts well-being of the nation. As for the All Blacks they will learn from this defeat as they did against the Springboks earlier in the season. All in all it makes for a great World Cup with supporters experiencing the pleasures of anticipation.