New Zealand Rugby has offered discounts of up to 20% on tickets for the upcoming All Blacks test match against Italy in Wellington, aiming to attract more families and fill the 34,500-seat Sky Stadium, also known as the Cake Tin. Despite the discount and a special family bundle priced at $100 for one adult and one child in category B seating, several thousand tickets remained unsold as of late June.

Ticket prices for the Wellington test range from $53 to $183, not including a $6.95 service fee. The cheapest children's tickets, priced at $30, are almost sold out. According to sales data, this test has drawn a notably higher number of families compared to other recent All Blacks fixtures in Christchurch and Auckland. Meanwhile, the All Blacks’ matches against France at One NZ Stadium and Ireland at Eden Park have sold out or are close to full capacity, with very few tickets remaining.

The All Blacks are expected to field a team featuring a significant number of Hurricanes players, which could boost local interest, particularly with Wellington captain Ardie Savea leading the side. However, ticket sales may be hampered by the decision to base the All Blacks' training camp in Auckland ahead of the test rather than Wellington. The team is scheduled to arrive in the capital only a few days before the match, a plan reportedly established by the previous coaching staff. This limits opportunities for players to engage with the local community and promote the game in the lead-up to the event.

Senior assistant coach Neil Barnes has urged supporters not to underestimate Italy, highlighting the team’s notable recent performances, including victories over England and Scotland during the Six Nations earlier this year, as well as a win against Australia last November.

Organizers remain hopeful the ticket sales will increase closer to match day, aiming for a full house at the Sky Stadium when the All Blacks take on Italy at 5:10 p.m. on Saturday, July 12.