Rugby World Cup 2015 organisers have announced that some tickets for pool games will cost under £10.
The move is aimed at attracting new audiences to rugby union, especially when games are played in Northern venues such as Old Trafford and Anfield.
"Our objective is to be the best Rugby World Cup in the history of the game," International Rugby Board chief executive Mike Miller said.
"Part of the task will be to get the ticketing strategy right. We are looking to sell just under three million tickets. We have nine million people interested in the game in this country and I think it's a realistic target.
"For a number of pool matches we will start tickets at less than £10, which is a pretty good deal. We want to engage kids and people who have never seen a game before, and make sure it's affordable."
Organisers of the 2015 competition opened their new offices at Twickenham on Monday to mark the official launch of the planning of the tournament.