Is the Principality Stadium failing to attract the number of concerts it needs to?
Martin Shipton
Questions have been raised about the lack of concerts announced for the Principality Stadium for 2026, but the WRU has said there is no cause for concern.
A sports industry insider wrote to Nation.Cymru asking: “Have you noticed that the stadium only has two concert dates currently scheduled for 2026?
“This compares to 2025 when there were seven, six of which had been announced and put on sale by November 24 2024 thereby ensuring that they could be given as Christmas presents.
“One of the two nights is Metallica which will be a sell out, or close enough, whereas the other is Take That which is likely to have far fewer attendees as they are playing other dates relatively, in stadium concert terms, close to Cardiff.
“If the WRU claim that 40% of their income comes from non-international rugby sources this suggests that they are heading into severe financial difficulties. Even more so when you look at the ticket availability for the Six Nation fixtures, some of which – and I haven’t checked very closely – appear to have almost 50% availability.
“This doesn’t only impact the WRU; it also has a wider Welsh implication. There is the outstanding question of the Covid loans they need to repay but it also represents a blow to the capital city’s economy and to South Wales in general. The business newsletters often correctly shout about the benefits the events bring to Wales especially to the generally struggling hospitality sector.”
We asked the WRU for a response.
‘Blockbuster year’
WRU Chief Financial & Operating Officer Gavin Marshall said: “Following a blockbuster year in 2025, we are incredibly excited about the diverse range of events secured for 2026. While the live music industry works in cycles, Principality Stadium continues to evolve as an entertainment venue.
“Next year sees the return of the incredibly popular Monster Jam for its sole UK stadium date and the major expansion of the fitness racing phenomenon HYROX, which has grown from three to six days due to demand.
“Regarding this summer’s music events, we’re expecting one of the largest crowds in the stadium’s history at Metallica due to their unique in-the-round stage configuration and Take That is always a welcome and spectacular occasion when they visit Principality Stadium.
“As the home of Welsh rugby, the sport remains central to our operations. Tickets are still available and we are encouraged by the 230,000 supporters who attended the recent Quilter Nations Series across four matches this autumn and are grateful for the fantastic support from the supporters to the team.
“Of that total, we were delighted to see a record number of younger fans, children, and students; engaging with this next generation is vital for the continued growth of the sport. We have already surpassed 120,000 tickets sold for the 2025 Guinness Six Nations, with Wales taking on France, Scotland and Italy at Principality Stadium in the flagship competition kicking off next month.”
Six Nations
He added: “Look out for exciting news in coming weeks for further details on the entertainment planned for the Six Nations. We encourage supporters to act now to secure the best priced seats for our home clashes in Cardiff. Tickets are available directly from a rugby club near you or contact: wru.wales/tickets
“Our event calendar is not limited to specific announcement windows, and we remain in constant dialogue with promoters to bring world-class experiences to Cardiff. We look forward to sharing news of further events in the coming months, adding to what is already set to be another incredible year here at Principality Stadium.”
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The stadium may need to create its’ own events with Cardiff Capital Region providing part of the funding (if it creates jobs in Cardiff).
Maybe the WRU could create a Welsh version of Cirque du Soleil, but price half the price.
Invite a Bollywood studio to put on a performance linked to Indian culture.
The Eisteddfod could have a winter event.
People at Christmas pay silly prices for theatres, wonderlands, country houses lit up etc. A big event for December may be an option.
Few stadiums have closed roofs, so events off-season can be held.
So basically, for three games an average of 40,000 tickets have been sold including all the debenture and club tickets. – 30,000+ for each game still to sell in just a month before the first game
The most important attendance figure is for those clubs backing the sacking of Chairman Keywood Fun at the Extraordinary General Meting that is now being demanded, which will see the start of the end for the English sabotage.
Is it just me that’s fed up with the name of this stadium and when is the sponsorship contract with the building society coming to an end exactly? It’s been far too long now and it reinforces certain attitudes about Wales in those not understanding the connection to the sponsor.
Totally agree. We are a country, not a principality, so the building society itself should change it’s name and stop insulting the country it makes its money from. The stadium sponsorship contract expired last year and there should be a new one in place now, but as we know the current stooges who’ve taken over the WRU can’t make a decision on anything other than flowers. Twickers is a vastly inferior venue, hence England Rugby considering its demolition and renting Wembley, but it now has a 10 year £100million deal with German bank Allianz. Just heard the support for the… Read more »
It has too many.
Llandudno needs to have more.
Why don’t the Llandudno council get in touch with Metallica’s management and see what they say 😂
WRU is a car crash happening slowly before our eyes. They can’t organise the proverbial, doing a hatchet job on the actual rugby playing top tier, no redeeming features. Not too much taken by conspiracy theories but this is plausibly part of a “let’s kill off the culture” plan, or what? Just another performance issue like all the others that infest our country?
There are far better music venues available. As a regular gig goer I have to say that the millennium stadium just doesn’t cut the mustard.
The food and drink is an extremely poor quality and overpriced to the point where you wonder how its even legal. It is in no way designed to have good concert acoustics.
Cardiff Shouldham kept the CIA and invested in it, its the perfect location.