The research indicated that overseas visitors to New Zealand for the event could generate $654 million, while sport-related economic activity in the country could be worth up to $11.7 billion by the end of the decade.

The study is the fourth instalment in a series commissioned by MasterCard Worldwide and undertaken by the Centre for the International Business of Sport (CIBS) at Coventry University, following economic impact reports on the 2010 Six Nations and Tri Nations Rugby Tournaments and a report on Rugby’s Emerging Markets in April.

The Rugby World Cup study focused on the short-term commerce flow through international fans spending in bars, clubs, shops, hotels, bookmakers and inside host stadia, along with spending by sponsors and organisations on marketing in the cities around matches.

Increased tourism, civic sponsorship and business development resulting from the tournament is estimated to be US$1.21 billion by the end of the decade while the number of people working in sport-related occupations could rise to between 52,000 and 58,000 by 2020, according to the report.

“This tournament will be like no other: it will attract stronger than ever interest across the world, which will in turn boost commercial interest in and activity around the event,” CIBS researcher Dave Arthur said.

Professor Simon Chadwick, director of the CIBS, added: “For the tournament to be contested in the sport’s spiritual home with the host nation ranked as No.1 in the world and among the strongest sport brands in the world, further enhances brand equity and the appeal of Rugby World Cup.”